WHITE PLAINS, N.Y. -- Dos Equis' Most Interesting Man in the World is on his way to retirement, and, oh, is he going out in a most-interesting fashion.
The beer brand, a product of Heineken USA, will say #AdiosAmigo in a final, multimedia campaign that will send The Most Interesting Man in the World on a one-way "Mission to Mars."
“Mission to Mars” will be the last commercial featuring actor Jonathan Goldsmith as The Most Interesting Man in the World. The spot launched March 9 on Dos Equis’ YouTube channel, and the full 60-second spot will exclusively air March 10 during the Cleveland Cavaliers and Los Angeles Lakers NBA game on TNT (the last match-up between Kobe Bryant and LeBron James).
A 30-second and 15-second version of the TV commercial will run on-air beginning March 21 and will also be available on Dos Equis digital properties. The Dos Equis Mission to Mars spot is part of an ongoing commitment from the brand to encourage fans to Stay Thirsty and live a more interesting life.
In preparation for his journey into space and to help fans make this Cinco de Mayo even more intriguing, The Most Interesting Man will be giving away his collection of worldly possessions, including the tuxedo he wore to his last masquerade, his Spanish guitar and matching mariachi suit, and even his astronaut suit from his 2010 stratosphere.
Fans of the popular ad campaign need not worry, however. While the retired Most Interesting Man in the World builds on his resume on another planet, Dos Equis will reveal a new Most Interesting Man in the World later this year. "This is not the end of the campaign, but an evolution," the company said.
“From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character. We know The Most Interesting Man in the World will continue to endure and grow, as the character’s story is bigger than one individual,” said Andrew Katz, vice president of marketing for Dos Equis. “Stay Thirsty isn’t just a tagline; it’s a mindset Dos Equis embraces daily to connect with our consumer and inspire everything we do.”
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