Dos Equis Introduces Its New ‘Most Interesting Man,’ and He Sure Is Different

Campaign gets 'contemporary twist'

Headshot of Tim Nudd

In a bit of Doctor Who-esque regeneration, Dos Equis on Wednesday introduced its new Most Interesting Man in the World—to replace Jonathan Goldsmith, who retired from the role earlier this year. And this MIM isn't just a new face. He heralds a new approach to the ads, in what the brewer calls a "contemporary twist to the legendary character." 

He's actor Augustin Legrand. And in the first hint that this isn't your worldly grandfather's Dos Equis campaign, Legrand is actually a French actor, and he delivers his first line as the MIM in Spanish.

Check out the launch spot, from Havas New York, here:

The Spanish setting and dialogue of the opening spot aren't merely incidental. Hispanic consumers are a much bigger part of the beer-drinking market than they were when MIM launched nine years ago. And of course, Dos Equis is a Heineken-owned brand with a Mexican name and heritage.

As for Legrand's version of the character, the brand says he'll be doing less reminiscing about past glories, which was the amusing Goldsmith style, and more hands-on adventure seeking in a kind of James Bond style.

"The new Most Interesting Man is a man of our times, and in this first glimpse, he shares hints of being a resourceful, rough and tumble guy, who remains a jack-of-all-trades hero that one would expect from the man bearing this infamous title," the brand says in a statement. "Viewers get a quick preview of his latest adventures and new friends including his love of sports, as he emerges from a well, ball in hand, to save a game of soccer."

The brand also describes Legrand's characters as "timelessly masculine" and "edgier and more daring." (It helps that Legrand is just 41, while Goldsmith is now 77.)

On the other hand, as different as Legrand's character will be, visually he looks quite a lot like Goldsmith, and the same voiceover actor introduces him. There's also a nice meta feel to this first spot, with the bartender asking Legrand literally if he's as interesting as his predecessor. Dos Equis is no doubt, deep down, wondering the same thing. 

"The meaning of 'interesting' has evolved over the past decade, and this campaign features a new character and look and feel that opens the door to a world of interesting possibilities for today's Dos Equis drinker," Andrew Katz, vp of marketing for Dos Equis, said in a statement. "With the reboot of the campaign, we're celebrating the good times The Most Interesting Man has with friends wherever he travels, while highlighting our refreshing cerveza. In the coming weeks, fans will have the opportunity to get to know the new character in a uniquely interactive way."

The old campaign style isn't completely going away. The brand will return to the classic vignette style in its next commercial, breaking Oct. 19 and synced to Dos Equis' College Football Playoff sponsorship.

But the October launch will also show the modernization of the campaign, as it will include social integrations on Snapchat, including a national lens available for College Football Game Day on Oct. 22.


Client: Dos Equis

Title: "Cantina"

Agency: Havas Worldwide New York

Chief Creative Officer of the Americas: Toygar Bazarkaya

Chief Creative Officer of North America: Jason Peterson

Group Executive Creative Director, Managing Director: Jason Musante

Executive Creative Director: Jim Hord

Group Creative Directors: Keith Scott, Paul Johnson

Creative Directors: Jonas Wittenmark, Tobias Carlson, Paul Fix

Associate Creative Directors: Matthew Hock, David Fredette

Global Chief Executive Officer: Andrew Benett

Global Chief Revenue Officer, Global Chief Marketing Officer: Matt Weiss

New York President: Laura Maness

Group Account Director: Chris Budden

Account Directors: Jamie Sundheim, Michelle Garrard

Account Supervisors: Wendy Hu, Jenny Maughan

Chief Strategy Officer, North America: Tim Maleeny

Brand and Digital Strategy Director: Maggie Gross

Senior Strategists: Stacey Kawahata, Cassie Taylor

Director of Social Marketing: Larry Lac

Social Strategist: Rachel Korenstein

Social Coordinator: Katie Campo

Global Chief Content Officer: Vin Farrell

Heads of Content, North America: Dave Evans, Sylvain Tron

Executive Producer: Jill Meschino

Junior Producers: Lauren O'Driscoll, Alex Zubak

Director of Broadcast Business Affairs: Cathy Pitegoff

Senior Broadcast Business Manager: Deborah Steeg

Senior Talent Specialist: Yvette Aponte

Production Company: Traktor

Director: Traktor

Director of Photography: Hoyte Van Hoytema

Executive Producer: Rani Melendez

Production Company: Rattling Stick

Executive Producer: Joe Biggins

Head of Production: Richard McIntosh

Controller: Christine Berentsen

Staff Coordinator: Hayley Wyett

Editing Company: Final Cut

Editor: Rick Russell

Executive Producer: Stephanie Apt

Visual Effects: The Mill

Chief Creative Officer, New York: Angus Kneale

Executive Producer: Verity Graham

Visual Effects Shoot Supervisor: Tara Demarco

Senior Flame Artist: Michael Smith

Sound Design: Yessian

Sound Designer: Weston Fonger

Executive Producer: Marlene Bartos

Telecine: Company 3

Colorist: Tom Poole

Producer: Clare Movshon

Audio: Sound Lounge

Sound Engineer: Tom Jucarone

Music: Beacon Street Music

Composers: Beacon Street Studios

Executive Producer: Adrea Lavezzoli

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: September 7, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT