Dos Equis — The Most Interesting Man in the World— Dos Equis / Euro RSCG Worldwide
The Most Interesting Man in the World
- Brand:
- Dos Equis Beer
- Agency:
- Havas New York
2010FilmVideo · YouTube
Timeless principle
Create a character whose mythology can generate endless stories.
The idea
Invent a legendary man whose impossible life makes Dos Equis the drink of cultivated adventure.
Why it works
The straight-faced narration and escalating exploits build a world larger than any single commercial. Crucially, he does not always drink beer, which makes the endorsement feel like taste rather than dependence. The character gives a modest brand instant cultural stature.
