“The Most Interesting Man In The World” has finally been laid to rest. It only took 6 months for one of the most beloved campaigns of all time to keel over after Dos Equis marketing execs gutted the ads by “reinvigorating and modernizing” The Most Interesting Man after the departure canning of actor Jonathan Goldsmith. The account now belongs to Droga5, which will start working on new creative that will break next year. No doubt they’ll have to move on all together.
It wasn’t hard to see this coming a mile away (See my 12/20/2016 post “The most uninteresting french actor in the world” HERE ). The Brand had hoped that the much younger actor, Augustin Legrand, would “showcase a character who reflects what is interesting to today’s Dos Equis drinker and to Millennial beer drinkers 21 and older”. They also debuted the first beer-branded Snapchat filter to coincide with the TV spots. Too much logic, not enough magic…
Stay thirsty my friends.
