The Most Interesting Man In The World

If you've been watching the NHL playoffs, you've seen the Dos Equis ad campaign featuring a bearded magnate of sorts, who is billed as "the most interesting man in the world." Here is the ad:

I have almost nothing but words of praise for this ad. In fact, the only problem I have with it is the tagline: "stay thirsty, my friends." If I am drinking Dos Equis, wouldn't my thirst be quenched, in a way? Anyway, I digress. My favorite part about the ad (aside from Jai Alai), is the endorsement: "I don't always drink beer, but when I do, I prefer Dos Equis." What a line! How refreshing, in the age of ads touting certain brands as the only beers with "drinkability" (really? Is Millerweiser Ice Lite the only beer that is drinkable??), to have such an honest and passive endorsement. It makes me want to go buy a case of Dos Equis right now.

There are other spots included in this campaign, although I haven't seen any of them live outside of youtube. There is also an interesting microsite where one can, among other things, apply to be the Assistant to The Most Interesting Man In The World.

Turns out this campaign actually began in 2007 (on the tail end of the Chuck Norris facts phenomenon). It's too bad it hasn't surfaced (at least in my TV viewing) until now. It's a shame that often the best creative is associated with the weakest media buy. It's (arguably) an even greater shame that the worst creative is often associated with the best media buys.