Two Xs Mark the Spot

The current ad campaign from brewer Dos Equis features a fictional spokesperson it calls The Most Interesting Man in the World—a dashing chap engaged in a series of action-oriented vignettes that might remind viewers of vintage undercover-themed television shows like It Takes a Thief or I Spy. Filmed with the middling production values of that era, the spot also features a wry voiceover that spoofs the genre's stereotypical man of mystery:

• "His reputation is expanding faster than the universe."
• "He once had an awkward moment ... just to see how it feels."
• "He lives vicariously ... through himself."

"My favorite moment," says Seth Stevenson in an article at Slate, "is the sight of our tuxedoed hero leading a moonlight expedition through a rocky canyon—flanked by elegant women in evening gowns, a military officer in full dress regalia, and a slightly befuddled fellow wearing a fez. We're left to guess at the precise combination of events that led to this scenario."

The Most Interesting Man in the World concludes by addressing the audience à la celebrity endorsers of the 1970s—but with a dash of ambivalence. "I don't always drink beer," he says. "But when I do, I prefer Dos Equis."

His lack of excitement hits the mark. "He doesn't shill with brio for the simple reason that it would undercut his claim to awesomeness," notes Stevenson. "The most interesting man in the world, by definition, would not be found enthusiastically endorsing a mass-market consumer product."

Dos Equis provides Marketing Inspiration with a funny campaign that appeals to its young, male audience, while standing out from the competition's girls-in-bikinis spots.

More Inspiration:
Christine Whittemore: Build Community Through Relevant Local Info
Elaine Fogel: Are We Too Wrapped Up in the Next Big Thing?
Paul Barsch: Chinese Brands Are Coming

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