Advertising, Television

Adios, Amigo


There are very few things on television, let alone television advertising, that I can honestly say I enjoy.

Sitcoms? Not so much. Dramas? Bo-ring!

Reality shows? Don’t get me started.

I’m just not into watching television. In fact when faced with the task of simply changing the channel, I get lost because I don’t even know where the Guide button is on the remote. Seriously – I have to inspect it for at least 15 seconds before I find it, and I kind of like it that way.

However, there’s a certain character who was a perennial favorite of mine and today I found out he’s been given a send-off only he would be worthy of receiving.

He’s the fictional spokesperson for Dos Equis beer or, as we all came to know him, The Most Interesting Man in the World.

This advertising campaign was just brilliant. Commercials were simple montages of his believable adventures with voiceovers that described his traits or persona, which only led to his mystique:

  • His blood smells like cologne
  • Sharks have a week dedicated to him
  • If opportunity knocks and he’s not at home, opportunity waits
  • He gives his GPS directions*
  • Mosquitoes refuse to bite him purely out of respect

And today, he embarked on his final journey: to Mars, never to return.

“His only regret…is not knowing what regret feels like.”

Ugh. This was the perfect way to end this campaign and I’m not afraid to admit that watching it sort of made me a little weepy inside. Hearing him utter his catchphrase one last time as he was being propelled deep into space really effed with my head, man.

But my attachment might go a bit deeper than most.

When this campaign first started some nine years ago, my family all went nuts. We had reason to.

“My God, that’s Uncle Lupe,” I recall many of my cousins saying. They weren’t far from wrong.

Uncle Lou, rest his soul, was our version of The Most Interesting Man in the World because of his lifelong habit of being adventurous and unpredictable:

  • He’d randomly show up at your door because he was in there area, even though he lived on the other half of the state
  • He wrote a book while sailing to the Galapagos Islands during hurricane season

There’s much more to the man than just those anecdotes, both of which were absolutely true. My family will attest to the fact that he lived a life that was pretty much parallel to that of TMIMITW and, to top it off, he sort of resembled him.

Now, sadly, the real adventurer and his doppelganger are no longer one with this earth.

Dos Equis, your campaign succeeded in doing what not many could: they made me care, and I don’t even drink beer** regularly. I couldn’t even care about Clara Peller, Homer and J.R., or the J&R Whiskey Liquor Lads the way I did about your character. And seriously, they were the only commercials that would make me go silent just so I could watch his latest adventures and catch up on the newest witticisms about him.

And honestly, I completely forgot what he was advertising at times.

So in closing, I raise a glass to The Most Interesting Man in the World and wish him much luck on his journey to Mars which, given his history, I’m sure he will turn into an inhabitable place.

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¡Adios, amigo!

—–

*This was my own contribution
**When there’s beer at the office for Social Hour, I’ll have one

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