Monday, 20 July 2009
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The Most Interesting Man in the World: "He lives vicariously through himself."
"The police often question him just because they find him interesting."
According to Stltoday.com:Euro RSCG created the 'Most Interesting Man in the World' to sell Heineken USA's Dos Equis brand. And he can drive an expensive imported beer brand to double-digit sales gains during a recession that's forced many of its competitors into steep declines.
Equally unprecedented is the campaign's reliance on two things rarely seen -- actively shunned, even -- in beer ads: a gray-haired protagonist, played in the Dos Equis ads by veteran TV actor Jonathan Goldsmith, who in every ad acknowledges that he doesn't always drink beer.The people behind the campaign ... came up with a character who has spent his life, according to the grainy images in the spots, engaging in swordplay, leading mysterious expeditions, reeling in large sailfish and arm wrestling soldiers. The images are provided without context or explanation, which is the point. ...
Consider that, on July 8, he advised his Facebook followers: "Every now and then, bite off more than you can chew." Within an hour, 965 people had blessed the comment with an approving "likes this," and 110 more had taken the time to write out their own responses, many of which were attempts at similar pearls of wisdom. ...
And the campaign, which snared a Titanium Lion at Cannes this year, has also made its way into bars, restaurants and nightclubs. "We hear people saying the lines in bars all the time," said Jim Doney, president of Chicago Beverage Systems, a major wholesaler of Heineken, MillerCoors and Crown Imports beer brands, who credits the marketing for his 32% boost in Dos Equis sales this year.
Mancouch says: I love this guy. 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. These lines are classic!
I don't always drink beer either. Do you?
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About the Author
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- From: Gentemann@xanga
- Name: Gerald
- About Me: After working globally for both McCann Erickson and BBDO Worldwide in more than 26 countries I am now consulting with hypnoticmedia for Fortune 500 companies, helping them to take advantage of the power of mobile devices. Hypnoticmedia starts and executes every assignment with the assumption that there is a tangible business goal to achieve and that our communication strategies must align with the business objectives of our clients.
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Comments (15)
I drink beer, but Dos Equis original sucks ass.
Dos Equis Amber is mediocre, and I'll drink it with Mexican food but that's it.
This guy seems epic.
The Most Interesting Man in the World is beyond awesome. Dos Equis however is not.
@tokyoexpressman@xanga - i agree.
xo
its the exotic accent.
not a big beer fan, but when i do, i drink guinness. only thing i've tried that doesn't taste like piss.
@BranmacFeabhail@xanga - Guinness is GREAT. Try some other darker brews as well, not everything out there tastes like piss, I promise. Nonetheless...Guinness is always a staple for me, even though I like to experiment.
I like the commercial, but Dos Equis is nasty. I'll take a corona any day :)
This guy seems like a spinoff of Chuck Norris.
Great commercial, but hate the beer
i work at a liquor store and dos equis is a club sale item.
i, however, have never touched the stuff. (well aside from scanning UPC)
it is indeed some good writing. like the radio ads.
"his bear hugs are actually for bears"
"his beard alone has experienced more than a lesser man's entire body"
"he once had an awkward moment, just to see how it feels"
I don't drink beer.
These Dos Equis radio commercials are so annoying. Really, he's not that interesting or sexy.
Dos equis is an amazing beer! I love Dos Equis green. We used to buy cases of it and watch football all morning with it, enjoy an afternoon outside in the Hawaiian sun with it, and then have a barbecque to finish off the last of it.
And, I too, can speak French in Russian.
There is a real-life "Most Interesting Man in the World" with an ego bigger than the universe. His name is "Dimitri The Lover". Check out this flyer he hands to women that reject his advances, then click on the links in the description. This man has some audacity:
http://www.flickr.com/photos/christoum/3704411688/
@AznFier@xanga - exaaaaactly what i was thinking.