His beard alone experienced more than a lesser man's entire body. Even his enemies listed him as their emergency contact number. His charm was so contagious vaccines were created for it.
He was the most interesting man in the world, and he's just been replaced. But how does a brand replace an ambassador who so unequivocally became the most interesting man in the world? Bros would quote his triumphs at parties, they wanted to be him. They never could be him. No one could be him. And that's what made the most interesting man in the world the most interesting man in the world.
After 10 years reminiscing on his many great accomplishments, actor Jonathan Goldsmith retired as the most interesting man in the world earlier this year at the age of 77.
Already, Dos Equis has revealed the new Most Interesting Man in the world. And this man is both interesting and very different from Goldsmith.
His name name is Augustin Legrand. He's a French actor and he delivers his first line in Spanish. A man in a bar asks, "Think anyone will ever be as interesting as him?" (nodding his head toward a commercial featuring Goldsmith).
"Hard to say," Legrand responds.
We see him chop a melon with his hand, step out of a spacecraft, retrieve a bottle from a well.
At 41, Legrand isn't the grizzled man reminiscing on his life over a beer he doesn't always drink. More interesting (to use the phrase) is that the setting of the ad and the use of Spanish is for the brand to appeal to their growing number of Hispanic consumers. Even though Dos Equis is a brand with a Mexican heritage (owned by Heineken), representatives tell Ad Week that Hispanic consumers make up more of the beer-drinking market than a decade ago.
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