Like most Americans, I hate ads. Unlike most, I have a bit of a love/hate relationship.
Long-time readers (all three of you) may remember my writing incessantly about Tanqueray Gin’s spokescharacter, Tony Sinclair. His silly, exotic adventures on television and YouTube were the stuff of booze ad legend.
For a while now, I’ve been similarly enjoying Dos Equis’ ad campaign that features The Most Interesting Man in the World. This mysteriously unnamed man has much of same vibe as the apparently shelved Sinclair, having incredible adventures, and improbable successes.
The difference between the two is that Sinclair always had an undertone of British
Eccentricity, whereas the Most Interesting Man has a Latin Cool about him. I like both, slightly preferring Tony, if only because he promotes a liquor rather than a beer. But it is impossible to not be a fan of a Man so Interesting that he,
lives vicariously… through himself.
A recent profile of The Man’s actor, Jonathan Goldsmith at Lushangeles (H/T: Jacob Grier) is an interesting and rewarding read. In discussing the ad campaign, the author notes what I think is the most striking and effective aspect of the whole campaign: The Man is not a Dos Equis fanatic.
I don’t always drink beer.
But when I do, I prefer Dos Equis.
Here is his iconic ad, which ends with the quote above. Note how effective the soft sell is.
For Americans today, the assumption is that class means cosmopolitan tastes, not slavish devotion. We are unlikely to fully buy into Dos Equis being so magnificent a creature’s only thing, but we can eagerly accept the concept that it is one of his favorite things. When I first saw this ad campaign, I had to remind myself that I frankly don’t like Dos Equis much, and didn’t need to pick some up. It took but a few seconds to realize how effective the soft recommendation is.
There is much fun to be had at the Man’s website, and I embed a few more of his favorite hits below the fold!
His organ donor card includes his beard…
I find The Man’s insights on Rollerblading to be wisdom from the gods:
And here is seven and a half, glorious minutes of the Tao of The Man: