Dos Equis' New "Most Interesting Man In The World" Ads Tie Into Sponsorship Of CFP

Dos Equis has launched the reboot of its "Most Interesting Man In The World" campaign, and the rollout is "timed with the launch of the brand's sponsorship" of the CFP, according to Gabriel Beltrone of ADWEEK. The newest ad has a "reference to a tropical not-quite pigskin," and other spots themed around football also will follow. The beer brand is framing its reboot, which features French actor Augustin Legrand, as "aimed at meeting new definitions of the word 'interesting' among millennial audiences" (ADWEEK.com, 10/27). AD AGE's E.J. Schultz noted Hasa Worldwide, N.Y., created the new spots and was "behind the original campaign." Heineken USA CMO Nuno Teles, whose company owns Dos Equis, described Legrand's character as "more adventurous, dynamic and athletic." Teles said that the actor who previously played the "Most Interesting Man In The World," 77-year-old Jonathan Goldsmith, "would not be logical in a college football situation." Schultz wrote as evidenced in the new ad, Dos Equis will "attempt to put a quirky spin on college-football themed marketing." Legrand's character is "seen kicking a football made out of a coconut between two giraffes that stand in for traditional goal posts." The narrator says, "He played college football in high school." The new ad also includes a "'helicopter RV,' which represents Dos Equis' take on tailgating." The brand "plans to station the vehicle at the sites" of the CFP games. Teles said that ESPN will "broadcast from the RV during its playoff coverage" (ADAGE.com, 10/25). MARKETING DAILY's Karlene Lukovitz noted the "intention of reaching out to the growing Hispanic consumer base is also clear" with the new Dos Equis spots. Legrand will finish the ads with, "Stay thirsty, mis amigos" (MEDIAPOST.com, 10/25).