Haru Sasaki, who read our post about Tony Sinclair, alerted us to a fictional spokesperson who absolutely rocks. That would be The Most Interesting Man in the World, spokesperson for that very fine Mexican beer, Dos Equis. His signature line?
“I don’t always drink beer. But when I do, I prefer Dos Equis.”
That’s a line that makes me want to kiss the client. Because it absolutely connects with how a lot of people drink beer today without trying to pretend otherwise. Beer is becoming just part of the mix for a lot of people, along with liquor and wine. It’s an incredibly honest line, a believable line, and more of an invitation than a sales pitch. I could completely imagine the MIM (as Dos Equis communications refer to him) does, in fact, prefer Dos Equis.
And I, of course, want to BE The Most Interesting Man in the World. What guy doesn’t?
He’s a beautiful invention. He lives up to the line from the first Austin Powers movie, “Woman want him, men want to be him.” The spots have the kind of humor and fun that Tony Sinclair (Tanqueray) should have had. And this is a campaign with long and strong legs. (Dos Equis already is taking applications for the Most Interesting Man in the World’s assistant – to replace the previous assistant, Steve, who was killed in the line of duty.) Yet it’s far more than a campaign – it’s an embodiment of an ethos and worldview that a lot of people are going to connect with. And that’s the basis for a brand culture.
Stay thirsty, indeed.
So why do I want to kiss the client, and not the creatives and the rest of the team at EURO RSCG? Because the agency did what I expect them to do – they were brilliant. But a client who has the courage to run with this invention? That is a rare creature, indeed. And I know that he, she, or they will be rewarded, one way or another, for their courage. Most likely with the awakening of a strong brand and a growing embrace of Dos Equis in the US.
So, thank you, Dos Equis client, whoever you are, for doing the right thing and keeping hope alive in the hearts of branding agencies around the world, that someday, they too will find a client with your courage.