It was a sad day when Mexican beer brand Dos Equis retired its “Most Interesting Man In The World” – arguably the funniest, most memorable campaign in advertising history – for a wholly new approach.
Take its latest two offerings by New York agency Droga5; yeah, they’re okay, but “most interesting man” they definitely are not and makes you appreciate how damn good the former was.
The first of the ads spoofs Bonnie Tyler’s 1983 global hit Total Eclipse of the Heart and comes complete with big hair and 80s puns clearly aimed at a Millennials market.
The second ad in the series sees a father deliver a wedding speech to his daughter by reading directly from the back of a Dos Equis beer bottle. As odd as it sounds, it actually proves to be quite funny.
Apparently both ads have something to do with summer – weddings, nachos, beer drinking, that kind of thing.
Droga5’s creative director Ryan Raab was quoted in AdWeek as saying: “We want to show how Dos Equis makes every summer moment interesante (Mexican for interesting).
“Whether you’re tearfully reading the origin story printed on the back of every bottle at your daughter’s wedding or rewriting 1983’s song of the summer so it’s a tender ballad that’s mostly about nachos,” Raab said.
And for those of you who like to reminisce, here’s just one of the many great old “Interesting Man In The World” spots that highlight two essential ingredients of any great ad – good idea, good copy.