A very sad day indeed, it is now official but the face of Dos Equis for the past 10 years 2007 to now… Jonathan Goldsmith, otherwise known as The Most Interesting Man In The World has retired. The final installment commercial aired showing our hero entering a rocket with a very attractive lady co-pilot on a supposedly one way journey to Mars. What a great way for the final send off right? The Most Interesting Man commercials were a work of marketing genius, evidenced by the explosive popularity of the brand as the commercials ran over the years. The Most Interesting Man In The World campaign broke the somewhat tiring and cliched, fast cars, hot women, distant location standard beer commercial formula.
The Dos Equis team discovered that “more than anything else, [drinkers] really wanted to be seen as interesting by their friends,” said Senior Brand Director Paul Smailes. – Ad Age
The whole idea was pretty cool, very modern, although clearly retro, a mix of myth, story telling and past and present (the flashbacks of his biography were done by Claudio Marangoni), it was the story of a guy we all kind of wanted to be, a James Bond slash Ernest Hemingway character all rolled up in to one. A character that was clearly unattainable, but a good story to tell. Which in fact is of course how most of us actually enjoy having beer, chatting with friends at the bar, telling stories and having a good time.
Dos Equis has very clearly hinted that this is not the last that we will see of The Most Interesting Man, there will be a re-boot later this year, but Goldsmith has hung up his hat, lasso, his skis, and we will miss him.