The new Dos Equis (a Heineken-owned brand) commercial is made by advertising agency Havas, New York and produced by TRAKTOR. The music was made for commercial by Beacon Street. The film features Augustin Legrand, an actor, and director, known for 13 Tzameti (2005), Flyboys (2006) and Crimson Rivers 2: Angels of the Apocalypse (2004).
Augustin Legrand replaces Jonathan Goldsmith, who was Most Interesting Man in the World until this year. The brewer calls a “contemporary twist to the legendary character”
Titled “Cantina” the commercial film style trailer is part of an ongoing commitment from the brand to encourage fans to Stay Thirsty and live a more interesting life.
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, just one of the many interesting adventures teased in the “Cantina” spot.
“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, VP of Marketing for Dos Equis. “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.”
This 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.
