WHITE PLAINS, N.Y. -- Six months after the Most Interesting Man in the World lifted off for Mars, Dos Equis beer gave those of us left on earth a glimpse of a new Most Interesting Man in a feature-film-style trailer titled “Cantina” (see below).
The new Most Interesting Man, according to Heineken USA's Dos Equis, "is edgier and more daring, and fans can rest assured this is merely the first look at him and the evolved campaign."
This October, Dos Equis will release a full-length commercial that will illuminate how interesting has changed and how the new character continues to embody the legendary status.
Actor Augustin Legrand is the new face of one of the longest-running marketing campaigns, bringing a contemporary twist to the legendary character. The new Most Interesting Man, in this first glimpse, shares hints of being a resourceful, rough and tumble guy, who remains a jack-of-all-trades hero that one would expect from the man bearing the infamous title. Viewers get a quick preview of his latest adventures and new friends, including his love of sports, as he emerges from a well, ball in hand to save a game of soccer.
“The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character and look and feel that opens the door to a world of interesting possibilities for today’s Dos Equis drinker,” said Andrew Katz, vice president of marketing for Dos Equis. “With the reboot of the campaign, we’re celebrating the good times The Most Interesting Man has with friends wherever he travels, while highlighting our refreshing cerveza. In the coming weeks, fans will have the opportunity to get to know the new character in a uniquely interactive way.”
Beyond a new face, the creative look and feel will continue to evolve, as the character’s adventures unfold in real time and viewers are brought into the action. The campaign was created by Havas New York, Dos Equis’ longstanding creative partner.
“It’s the beginning of a new era of interesting. With The Most Interesting Man not just telling us about his adventures, but inviting us to be part of them,” said Toygar Bazarkaya, chief creative officer of the Americas at Havas.
On Oct. 19, synced with Dos Equis’ College Football Playoff sponsorship, the brand will fully reveal the new Most Interesting Man with a classic vignette-style commercial. The October launch will be supported by social integrations on Snapchat, including a national showing on College Football Game Day, Saturday, Oct. 22.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.