The most interesting ads in the world.
It’s rare an ad will stop me these days. I fast forward through commercials with Tivo and I’ll change the radio station in a heartbeat. So the fact that I will make a point to stop and watch or listen to the Dos Equis’ “Most Interesting Man in the World” campaign really says something.
I can say without a doubt that they’ve snatched the title of best written spots on the radio from the “Real Men of Genius” campaign. The TV is just a small notch below the radio in my opinion, but that’s a minor quibble. The copywriting overall really is nothing short of awesome. Some of my favorite lines from both TV and radio:
“His organ donation card also lists his beard…”
“The police often question him, just because they find him interesting.’
“Alien abductors have asked him to probe them.”
“Bulls refuse to charge him.”
“When it is raining, it is because he is sad. ”
The production is spot on as well – perfect choice for the actor, perfect voice over selection, great art direction in the TV spots – it just all comes together so well. It’s cool without trying too hard, funny without being corny and memorable without being heavy handed.
Filed under: Good Stuff | 6 Comments
Tags: advertising, good, radio, TV
Yup, totally agree with all your observations. They’re a copywriter’s delight to be sure. What’s also interesting is their utter lack of any reason as to why you’d choose to try Dos Equis. Ahh, advertising. I do love you so. Is there any other profession that offers so much opportunity for writers to simply beat off?
So I’d argue that they’re creating reason by association – he’s cool, I want to be cool, ergo – I’m going to drink Dos Equis.
Is it the strongest way to sell a product? God no. But when you have something like beer that’s pretty close to a parity product, you need something to hang your hat on. And it’s a way better hook that Bud Lite’s ridiculous “Drinkability” claims or Miller’s stupid “cold can technology.”
I, too, always find myself paying attention when these ads come on. My three-year-old daughter was walking around the house for a couple weeks repeating the sign-off line “Stay thirsty my friends”.
I really like the line “I don’t always drink beer, but when I do, I prefer Dos Equis.” It’s understated in a way that makes it seem as if this purely fictional character might say it, and it doesn’t make him sound like a total shill. Nice stuff.
I agree with you both of course (heck, we’re all writers): they’re delightful, especially to language junkies. But the cool by association link, while just plausible enough to dupe a desperate product manager, is mighty thin, and a favorite of agency creatives who’d like to polish up their portfolios and wank on someone else’s dime, rather than dig deep and try and find the right strategy or positioning to counter the market leader, most likely Corona.
I enojy these spots too and as you say the execution is impeccable and the non-absolute tag line is a favorite of mine as well. Although don’t they kinda feel like a live action ripoff of the Mr Jenkins Tanqueray ads?
Ugh, which just reminded me of the Least Interesting Man: Tony Sinclair http://www.slate.com/id/2122291/
It would be nice to have seen a little more Mexico connection, but maybe they found Sombreros don’t sell beer, or that Corona owns that association.
I agree with all. Great campaign. Almost as well written as the old High Life Man work. However, I’m starting to see a drop in quality. For example, the 2-party system question: I choose the after party. Hope it’s just a little slump.