Cuba buys cigars from him. The Queen of England bows when he walks into a room. He once won an award for his beard, because it gets more action then most people's entire bodies. He is the most interesting man in the world.
This is a paraphrased version of the advert for the Mexican beer, Dos Equis that has millions of hits on YouTube, probably billions of views worldwide, and it has nothing to do with the product. But everything to do with this made-up character. The shots in this ad campaign also have nothing to do with the script, which adds to the interestingness of this ad. Why does it work?
- Does every man desire to be an interesting man?
- Does every woman get intrigued by an interesting man?
- Do people get pulled in because the beer is a sub-story and this character seems like all your heroes in one?
- Is it him these viewers are drawn to?
- Does it sell beer?
- Or do people just like the ads?
I don't know, but after clicking on each one as it came up, I completely and wholeheartedly started to look forward to what drastically ironic verbiage could craft the next ad.
Then as my life went on, each time someone mentioned something about beer or ads, I brought this one up. And they got interested by the most interesting man in the world and watched it.
And now, if I saw a Dos Equis beer on the table, I'll probably rave about the ad and inadvertantly be a brand ambassador. I may recite one of the lines while trying to look like Sean Connery. It's the beer brand that placed itself into the "happy, jolly, and love box of my left brain." It's hard to get into that space.
I don't live anywhere near Mexico, but I know Dos Equis. Great ad. And it's nothing about the product. All about the story.
[click here to watch a Dos Equis advert]
(photo via greybe39)
Posted on April 20, 2015
by Tim & Tommy filed under