• Campaign origins

    Campaign origins

    The campaign was spearheaded by marketing firm Euro RSCG, which was hired by Cuauhtémoc-Moctezuma Brewery (Dos Equis’s producer) in 2006, when the advertisements first began. When Euro RSCG decided upon the character, the Most Interesting Man in the World, their rationale was thus: “He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly.” Accordingly, the advertisements surrounding the Most Interesting Man—portrayed by actor Jonathan Goldsmith—focus on detailing his expansive travels, unique opinions, and lavish lifestyle.

  • The first commercials detailed all his exploits and abilities:

    All the narration has been voiced by Frontline’s Will Lyman.

  • He is also well-known for offering great advice on everyday issues.

  • On language:

  • On “going Dutch”:

  • On rollerblading:

  • On gyms:

  • On speed-dating:

  • As a result of the enormous success of the Most Interesting Man in the World, Dos Equis sales increased every year since 2006, as well as thousands of parodies on the Internet, like the Most Interesting Man in the World meme.

    As a result of the enormous success of the Most Interesting Man in the World, Dos Equis sales increased every year since 2006, as well as thousands of parodies on the Internet, like the Most Interesting Man in the World meme.