The Most Interesting Man in the World is back—and he's still interesting.
Dos Equis just rolled out two new television spots in its long-running campaign from Euro RSCG, which first launched in 2006. It would be easy for the creative to fall off at this point—a dubious, bugling installment last month, for example, felt like the ad makers were tooting their own horns more than the character's. But "Sword Fight," a new 30-second spot, brings the hero a bit closer down to earth without sacrificing his fantastical aura.
Appearing alternately in grainy '70s-filtered footage (all the rage these days) and brighter, more modern film, the most charismatic beard in the world, played by Jonathan Goldsmith, proves he was always riveting in his talents. As a young man, he fences in a kilt, and wins a gold medal. In his golden years, more familiar to viewers, he paints a rhino on safari and hams it up with a crew of buddhist monks. The copy also sells his aura nicely. "He has inside jokes with complete strangers. Cuba imports cigars from him." The last line, though, sounds more like a Chuck Norris joke: "Mosquitos refuse to bite him purely out of respect."
The second ad, "Snake Dance," is a bit more of a reach. "If you don't have a dark secret, it's never too late to make one," the Man advises the audience in the 15-second spot, specifically pitching the brewer's darker amber offering. Apparently, his dark secret consists of lounging about with bombshells on a secluded beach while more bombshells belly-dance for him. Doesn't seem like much of a secret—given his other exploits, it was pretty obvious he'd be doing that at some point anyway.
CREDITS
Client: Dos Equis
Spot: "Sword Fight"
Advertising Agency: Euro RSCG NY
Chief Creative Officer: Lee Garfinkel
Executive Creative Directors: Steve Doppelt & Paul Bichler
Creative Director: Brian Platt
Writers: Louis Wittig, Dan Giachetti, Sam Higgins, Mike Ludwig
Art Directors: Jon Vall, Andrew Walko, John Clement, Rocky Pina, Carter Storozynski
Director of Integrated Production: Joe Guyt
Executive Producer: David Evans
Associate Producer: Matt Sausmer
Production Company: @radical.media
Director: Steve Miller
Executive Producers: Frank Scherma, Gregg Carlesimo
Producer: Barbara Benson
Editorial Company: Outside Edit + Design
Editor: Jeff Ferruzzo
VFX Supervisor / Flame Artist: Johnny Starace
Executive Producer: Sila Soyer
Spot: "Snake Dance"
Advertising Agency: Euro RSCG NY
Chief Creative Officer: Lee Garfinkel
Executive Creative Directors: Steve Doppelt & Paul Bichler
Creative Director/Writer: Brian Platt
Director of Integrated Production: Joe Guyt
Executive Producer: David Evans
Associate Producer: Matt Sausmer
Production Company: @radical.media
Director: Steve Miller
Executive Producers: Frank Scherma, Gregg Carlesimo
Producer: Barbara Benson
Editorial Company: Outside Edit + Design
Editor: Jeff Ferruzzo
VFX Supervisor / Flame Artist: Johnny Starace
Executive Producer: Sila Soyer