ADIOS, AMIGO

Dos Equis Ends ‘Most Interesting’ Ads

The beer brand will retire its ‘Most Interesting Man in the World’ character.

He didn’t always do groundbreaking TV ads for Mexican beer companies. But when he did, he preferred Dos Equis.

And now, Dos Equis has announced that it will replace its popular TV pitchman, “The Most Interesting Man in the World,” with a new character designed to appeal more to millennials.

One may wonder how any character could be more appealing than a man who once parallel parked a train, who in a past life was himself, and for whom, when opportunity knocked, if he wasn’t home, opportunity waited.

One may also wonder why Dos Equis would end an ad campaign that, since it began in 2006, has helped triple the company’s business.

But Dos Equis is thirsty for new ideas, and its Most Interesting spokesman will sign off soon in an ad in which he boards a rocket to Mars.

Jonathan Goldsmith, the 77-year-old actor who played the character, says he gave the ads everything he had.

"What you see on screen was all there long before this role was created — the beard, the mischief, the tan,” he told USA Today. “I have a tremendous lust for life that hopefully comes across in my portrayal of The Most Interesting Man."

It certainly did. Stay thirsty, my friend.

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Nathan Place

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