Dos Equis has finally introduced its new Most Interesting Man!
I4U News reports that French actor Augustin Legrand has made his debut in the first commercial of this new campaign. If you’ll remember, the change from Jonathan Goldsmith was announced in September. Audiences may be slow to warm to the new Legrand after becoming attached to Goldsmith. At any rate, we won’t know until we begin reviewing the ads for ourselves.
The ad (below) is titled “Airboat,” and begins with Legrand racing airboats down sand dunes and sparring in Samurai armor. This new approach shows our new Most Interesting Man having his adventures, which tells us why he’s the Most Interesting. His adventures are expected to be the type of interesting that draws in today’s millennial beer drinkers, whatever that may be.
“While ‘Legend Lines’ continue to be the backbone of our campaign, a lot has changed with the rollout of the evolved character,” said Andrew Katz, VP of Marketing for Dos Equis. “The Most Interesting Man is edgier and we’ve also modified the ‘Stay Thirsty, My Friends’ tagline at the end of each commercial. Staying true to the innate brand DNA, The Most Interesting Man can be seen celebrating interesting experiences with his amigos, while enjoying our new Dos Equis cans in high-energy settings.”
It seems that 84% of men today think that what is interesting today is different than what was interesting a decade ago. Again, I’m looking forward to seeing exactly what this means.
“The new Most Interesting Man is a man of action. He's never one to reminisce on times past, which stylistically changes everything. With a faster pace and more energy, we're reinvigorating and modernizing one of the greatest campaigns," said Toygar Bazarkaya, Chief Creative Officer of the Americas at marketing agency Havas Worldwide. “In the first full commercial, viewers will also see the Most Interesting Man being joined by an adventurous female travel companion who goes head-to-head with him.”
He’s also a football fan, and will be involved in football-themed commercials as the season rolls on. Take a look for yourself at the ad below and see what you think.