Mildly interesting Dos Equis ad icon returns

Wow, Euro RSCG's "Most Interesting Man in the World" campaign for Dos Equis just got way more interesting! The new 30-second commercial posted below shows him ice fishing, when suddenly a buddy tears off our hero's head, dribbles it like a basketball and eats it! Another new ad, posted on the Dos Equis site, shows him swimming in a lake with lots of monkeys, who also tear off his head and eat it! Kidding, of course. That would inject fresh interest into the proceedings. Instead, we get variations on the same-old, same-old. (In fact, that second ad uses some of the exact same stock footage of Japanese snow monkeys as this GE spot, which has been airing for a month.) Is the Dos Equis work amusing? Yes. Clever? Sure. Iconic? I guess so, since everyone says it is. But at this stage of the campaign, is the stuff truly interesting? Nah, it's the usual tongue-in-cheek, faux-macho posturing with wink-wink, world-weary witticisms. And despite my desire for something absurd, sick and twisted, the not-so-interesting guy keeps his head the whole time.

—Posted by David Gianatasio

Filed under Alcohol, Dos Equis, Euro RSCG, Gianatasio
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Dos Equis teams with freak-show Jim Rose

After a night of watching Japanese robotic dancers, fire jugglers and French burlesque singers, boy do you need a drink. Cue legendary "new circus" performer Jim Rose, who is teaming with Dos Equis for "The Most Interesting Show in the World Tour." The show is scheduled to play in bars, clubs and small theaters in cities like New York, L.A., Chicago and Miami starting next month. "We're focused on creating an engaging experience built around the essence of the ad campaign and the relevant passions and interests of our consumers," says Dos Equis exec Elizabeth Costa. I'm not sure the brand's drinkers enjoy hammering spikes through their heads and nostrils like Rose does. That's more a Jagermeister thing. And while the artist might not personify the gravel-voiced and dashing "Most Interesting Man in the World" from Dos Equis' spots, he surely ranks among America's most perforated.

—Posted by David Gianatasio

Filed under Alcohol, Dos Equis, Gianatasio, Non-traditional
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