Dos Equis, a brand of White Plains, N.Y.-based Heineken USA, released a feature film-style trailer, titled “Cantina,” that reveals a glimpse of the new Most Interesting Man in the World. Timelessly masculine, the new Most Interesting Man is edgier and more daring, and fans can rest assured this is merely the first look at him, the company says. In October, Dos Equis will release “Challenger,” a full-length commercial that will illuminate how interesting has evolved and how the new character continues to embody the legendary status, it adds.
Actor Augustin Legrand is the new face of one of the longest-running campaigns, bringing a contemporary twist to the legendary character, the company says. 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. Always a friend to the animals, the Most Interesting Man is seen racing through Bangkok streets arm-in-arm with a pig, which is just one of the many interesting adventures teased in the “Cantina” spot, it says.
“The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character who reflects what is interesting to today’s Dos Equis drinker,” said Andrew Katz, vice president of marketing for Dos Equis, in a statement. “With this first glimpse, we’re opening the door to a new world of possibilities for what it means to be interesting. In the coming weeks, fans of the brand who are 21 and older will have the opportunity to get to know the new character in a uniquely interactive way. Stay tuned for more, as the brand will certainly have an interesting next few months.”
On Oct. 19, synced with Dos Equis’ College Football Playoff sponsorship, the brand will fully reveal the new Most Interesting Man with a classic vignette-style commercial. The October launch will be supported by social integrations on Snapchat, including a national lens available for College Football Game Day, Saturday, Oct. 22, the company says.
As an evolution of the advertising campaign, this next installment of The Most Interesting Man in the World is deeply rooted in the belief that the meaning of interesting has changed during the past decade, the company says. Similar to superheroes and superspies, consumers are accustomed to, and enjoy different takes on, the same character. Dos Equis is reinvigorating and modernizing The Most Interesting Man in the World to showcase a character who reflects what is interesting to today’s Dos Equis drinker and to millennial beer drinkers 21 years and older, it adds.