The Most, The Best

All hail the creators of “The Most Interesting Man in the World” campaign for Dos Equis beer. Let us now sing the praises of this brilliant campaign.

It does not talk about beer ingredients.
It does not feature hot babes lusting for dudes who hold the product.
It does not perpetuate the battle of the sexes with sophomoric gags.
It does not exude fake sincerity and empathy for its audience.
It does not feature brewers or their brewing secrets.
For the love of beauty product shots, it doesn’t even have a beer pour!

Our hero is a man with robust facial hair and adventurous tales that would have made Hemingway pee his pants in fear and caused Norman Mailer to sit down and shut his pie-hole.

In commercials he is described this way:
“His beard alone has experienced more than a lesser man’s entire body.”
“The police often question him… just because they find him so interesting.”
“His personality is so magnetic, he is unable to carry credit cards.”
“He once had an awkward moment just to know how it feels.”
“His blood smells like cologne.”
“He lives vicariously… through himself.”

Little wonder “his reputation is expanding faster than the universe.”

This campaign broke a couple years ago, and its legend continues as it breaks all the conventions of beer advertising and becomes a cultural phenomenon. Imagine the bravery of a client who approved the line “The Most Interesting Man” speaks toward the end of each spot, “I don’t always drink beer, but when I do, I prefer Dos Equis.”

WHAT! That’s the softest sell ever.
“I don’t always drink beer” (hey, who’s paying for this spot?!)…
“but when I do” (you better drink it, it’s in your contract, mister…)
“I prefer Dos Equis.” (“Prefer?!” How about “I INSIST it be great tasting, double-hopped, crystal spring water cold filtered for extra flavor-liciousness Dos Equis!”)

The most interesting thing about “The Most Interesting Man” campaign is this: the execution IS the idea. Once, this idea would have been killed because “any beer could say it.” So what? Any beer didn’t say it. Dos Equis did, and they created a man, a myth and a beer legend that will endure for quite some time.

In a flat beer sales environment, Dos Equis is up, way up. It’s great when great advertising works.

“Stay thirsty, my friends.” We will, we will.

It’s my favorite beer campaign since The Swedish Bikini Team for Old Milwaukee. Well, lookee here… a link to more about that infamous campaign.