Beer brand Dos Equis has unveiled its new ‘Most Interesting Man in the World’ in its latest campaign, handsome French actor Augustin Legrand replaces American actor Jonathan Goldsmith who retired from the role earlier this year.

“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 Heineken-owned company said in a statement.

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

The Dos Equis’s VP of marketing Andrew Katz explained in the press release: “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. 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.”

Havas chief creative officer of the Americas Toygar Bazarkaya said: “It’s the beginning of a new era of interesting. With The Most Interesting Man not just telling us about his adventures, but inviting us to be part of them.”

The October launch will be supported by social integrations on Snapchat, including a national lens available for College Football Game Day, Saturday, October 22.

CREDITS
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