In summer 2007 Euro RSCG/New York launched the most original beer spots we’ve seen in a decade: “The Most Interesting Man in the World” for Dos Equis. Now the spots are likely nearing the end of their flight, which would be sad, since they brilliantly resonate among two very different demos.
The protagonist is a Hemingwayesque man of all men, shown in flashbacks as a thirtysomething with black beard benchpressing women in short skirts or waking up a party simply by walking into it. The spots flash-forward to present, with the older, wiser, silvered father figure saying he doesn’t always drink beer, “but when I do, I prefer Dos Equis.”
We admit, the commercials stir something in us, which shows how easy it is for any guy to slip into the target demos. Thirty- and forty-something men aspiring for something more exotic or senior men in retirement longing for a bit of adventure can all see something uplifting here. Sure, it’s just a beer. But who doesn’t want to be questioned by the police just because they find you interesting?