The legendary beard and smoking jacket are back, as Dos Equis announced the launch of its 2013 creative advertising campaign featuring the “Most Interesting Man in the World.”
The advertising icon will be featured in new spots set to run nationally via television and online, all of which ending with the familiar charge for fans to “stay thirsty my friends.”
This year’s spots will visually take viewers through the irreverent interactions and adventures of the Most Interesting Man, and include a slew of television and online ads, beginning with the following, which launched April 16:
The latest 30-second spot showcases the “Most Interesting Man in the World” dominating in an impromptu handball match and deciphering a few lines of ancient hieroglyphics to his tour guide. The legendary lines include “In a past life, he was himself,” “if opportunity knocks and he’s not home, opportunity waits,” and “he gave his father ‘the talk.’”
This 15-second ad features a flashback to the “Most Interesting Man in the World” demonstrating his breakthrough “mobile telecommunication” technology for the first time. The legendary line notes “his morning breath has notes of saffron and a hint of lilac.”
The Dos Equis “Most Interesting Man in the World” campaign kicked off in 2007, and has since garnered widespread attention and popularity with fans on and offline. With a larger-than-life persona and broad appeal, the campaign continues to set its self apart from competitors, and has anchored its place in pop culture.
“The ‘Most Interesting Man in the World’ is back, and we’re really excited about this year’s creative,” said Gwen Boyce, brand director for Dos Equis. “As one of the fastest growing beer brands in America, Dos Equis continues to use advertising to broaden its core base and drive awareness for beer drinkers nationwide.”
In addition to the traditional TV & online commercials, the campaign will also feature print and out of home components that highlight Dos Equis as the premium beer of choice for people who want to live more interesting lives.
“This year, we really wanted to raise the bar and add to the legend of the “Most Interesting Man in the World” by showcasing how he’s leaves his mark wherever he goes,” said Lee Garfinkel, co- chairman Havas Worldwide New York and chief creative officer for global brands. “Our goal for the campaign is that through his adventures, we can inspire fans to actively build their own legend and live a more interesting life.”
The 2013 creative is part of Dos Equis’ ongoing commitment to encourage fans 21 and over to stay thirsty through interesting and engaging content, both on and offline.