If you ask me, The Most Interesting Man in the World needs to expand his horizons a little.\u00a0 If dull Dos Equis is his beer of choice, I’m not sure I want to know what he drinks when he’s not having beer.<\/p>\n
The brew that the Most Interesting Man (hereinafter MIM) made famous was invented<\/a> by a German brewmaster, Wilhelm Haase, who immigrated to Mexico in the 1890s.\u00a0 In 1897 he introduced a new beer called “Siglo XX” — “Twentieth Century,” later renamed Dos Equis.\u00a0 Initially only available in Mexico, it was first imported to the U.S. in 1973.\u00a0 It wasn’t a big seller on either side of the border and eventually the brewery was acquired by Heineken, which still owns it today.<\/p>\n Far more interesting than the beer itself is the brilliant ad campaign that essentially re-invented it.\u00a0 For decades Dos Equis emphasized its long Mexican heritage, but made little headway against archrival Corona.\u00a0 In 2007, the advertising firm Havas Worldwide<\/a> gambled on a radical reinvention of Dos Equis, as a mysterious and sophisticated beer endorsed by a larger-than-life Man of the World with impeccable tastes.\u00a0 A man the way men used to be, who unashamedly loves booze and women and seeks adventure.\u00a0 So was born the fictional, unnamed MIM, and his famous tagline: \u00a0“Stay thirsty, my friends.”<\/p>\n But what actor could fill the shoes of the MIM?\u00a0 The unlikey answer: Journeyman actor Jonathan Goldsmith, 66-years-old when he first auditioned, a New Yorker of Russian-Jewish descent (even though the MIM is ostensibly Latino).\u00a0 Goldsmith made a career out of playing bit parts, typically stock bad guys in Westerns — his previous claims to fame were that he was shot by Marshal Dillon in five different episodes of “Gunsmoke<\/a>,” and once by John Wayne<\/a> in the Duke’s last movie, “The Shootist.”\u00a0 But of course Goldsmith was an inspired choice, and by now it’s hard to imagine anyone else in the role.<\/p>\n Maybe the most clever aspect of the ads<\/a> is the MIM’s subdued endorsement:\u00a0 “I don’t always drink beer, but when I do, I prefer Dos Equis.”\u00a0 It’s as jarring a low-key sell as you’ll ever hear; as if Toucan Sam said, “I don’t always eat cereal, but when I do, I prefer Froot Loops.”\u00a0 But it makes sense. The MIM would never stoop to spouting a slogan — he’s meant to be a straight shooter, giving honest advice on how to live life to the fullest.<\/p>\n And to think:\u00a0 All the creative firepower behind these ads goes into selling… just another mediocre lager, bland and uninspired.\u00a0 Maybe a little better than Budweiser, and a little more expensive because it’s imported.\u00a0 Dos Equis now also makes something called “Dos-A-Rita<\/a>,” an obvious Bud Light Lime-a-Rita imitator — and if the MIM ever goes within a mile of this stuff, he needs to be cut off.\u00a0 While it’s always a good idea to stay thirsty, my friends, I think we can do better than Dos Equis.<\/p>\n <\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" If you ask me, The Most Interesting Man in the World needs to expand his horizons a little.\u00a0 If dull Dos Equis is his beer of choice, I’m not sure I want to know what he drinks when he’s not having beer. The brew that the Most Interesting Man (hereinafter MIM) made famous was invented […]<\/p>\n","protected":false},"author":101,"featured_media":3487,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[47],"tags":[200,75,333,721,971,973,975,977,976,578,978,974,972],"_links":{"self":[{"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/posts\/3486"}],"collection":[{"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/users\/101"}],"replies":[{"embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/comments?post=3486"}],"version-history":[{"count":0,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/posts\/3486\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/media\/3487"}],"wp:attachment":[{"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/media?parent=3486"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/categories?post=3486"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brutalhammer.com\/wp-json\/wp\/v2\/tags?post=3486"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}