After Tease, Dos Equis Debuts Its New Most Interesting Man in the World

After teasing its overhauled Most Interesting Man worldwide in September, Dos Equis provides a complete expose with an advertisement debuting today starring French star Augustin Legrand. The brand name is not wandering off as well much from the strategies that made the initial project renowned.

Much like the old advertisements, the brand-new place attributes wacky, off-beat tasks, like competing airboats down dune. The one-liners are likewise back, like "he as soon as ripped off fatality, and also fatality was flawlessly ALRIGHT with it."

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The brand-new advertisement consists of some refined distinctions. Ladies played a sustaining duty in the old project. They commonly showed up in hot attire and also fawned over the star that played the initial Most Interesting Man, Jonathan Goldsmith. In the brand-new area, a women co-star played by starlet Marina Artigas is placed on equivalent ground with Mr. Legrand. She competes with him in Samurai shield as well as races him down the dunes.

An additional crucial distinction is that the advertisement plays out totally in the here and now age. That contrasts with the old advertisements, that included video of a more youthful variation of the male, recommending a past age. Dos Equis has actually altered the traditional tagline, "Stay Thirsty, My Friends," to "Stay Thirsty Mis Amigos"-- which is a noticeable play for Bi-cultural and also hispanic enthusiasts.

The company is Havas Worldwide, New York, which lagged the initial project.

" The lure of an advertising supervisor is to eliminate smart ideas. Considering that the start of this task, I stated, pay attention, the concept readies, it simply has to be implemented in a far better method," Heineken USA Chief Marketing Officer Nuno Teles stated in a meeting recently in Chicago, where he introduced the brand-new advertisement to representatives at an exclusive conference.

Naturally, audiences will certainly be the supreme court on whether the brand-new strategy keeps the magic of the old project, which was commonly considered as among the most effective advertisement initiatives of the 21st Century. (Advertisement Age concurred.) Mr. Goldsmith, that played the personality because the project released in 2006, showed up in his last area for Dos Equis previously this year at the age of 77 when his personality was sent out on a one-way journey to Mars. He was changed as Dos Equis late this year started a brand-new sponsorship of the College Football Playoff, which is supervised by ESPN.

Mr. Teles defined Mr. Legrand's personality as even more daring, sports and also vibrant. Mr. Goldsmith "would certainly not be sensible in an university football scenario," he claimed.

" Jonathan would certainly have fun with 2 good women alongside him [as well as] was bit extra official," he claimed. The brand-new star "has a team of buddies beside him. You do not see both ladies. The females are testing him."

" The brand-new Most Interesting Man is a guy of activity," stated Toygar Bazarkaya, primary imaginative policeman of the Americas at Havas. "He's never ever one to recollect promptly past, which stylistically transforms every little thing. With a much faster speed and also even more power, we're improving as well as revitalizing among the best projects."

As provened in the brand-new advertisement, Dos Equis will certainly try to place a wacky spin on football-themed advertising and marketing. Mr. Legrand's personality is seen kicking a football constructed of a coconut in between 2 giraffes that stand in for typical objective articles. The twist: "He played university football in senior high school."

The advertisement additionally consists of a "helicopter Recreational Vehicle," which stands for Dos Equis' take on tailgating. The brand name prepares to terminal the car at the websites of the College Football Playoff video games. ESPN will certainly transmit from the Motor Home throughout its playoff protection, Mr. Teles stated.

The brand-new advertisement consists of some refined distinctions. That contrasts with the old advertisements, which consisted of video of a more youthful variation of the guy, recommending a lost period. Of training course, visitors will certainly be the best court on whether or not the brand-new method keeps the magic of the old project, which was extensively watched as one of the finest advertisement initiatives of the 21st Century." The brand-new Most Interesting Man is a male of activity," stated Toygar Bazarkaya, primary innovative policeman of the Americas at Havas. As provened in the brand-new advertisement, Dos Equis will certainly try to place a wacky spin on football-themed advertising.