Dos Equis’ famously “interesting” ad campaign retired, along with its agency. Is anyone to blame?

June 13, 2017

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Adios amigo.

Dos Equis’ “The Most Interesting Man in the World” is a thing of the past. For whatever reason (one provocative theory is here), last year its agency replaced the iconic character with a younger yet sadly cruder version of TMIMITW, who quickly bombed. Then Dos Equis replaced its agency with another agency, Droga 5. And that’s that. One of this centuries best advertising campaigns has almost certainly come to a close.

The new agency will do something sort of kind of good (like the beer itself) and it won’t really matter. Dos Equis will fade into the Mexican sunset becoming once again a beer we drink on vacation or at the occasional BBQ.

With TMIMITW, Dos Equis had its pop culture moment –a moment that lasted a decade. Few ad campaigns actually move the needle the way this one did. Explosive and sustainable growth is so freaking rare. (I had similar success with the “curiously strong mints” campaign for Altoids and consider myself VERY fortunate.)

Let’s face it, most campaigns, even the best ones, don’t blow up their respective categories. Advertising, whether we admit or not, is usually about not losing ground and maintaining the status quo. Beer number one advertises so beer number two doesn’t overtake it. We all think –or should think- that our work will make more than dents. But those overblown case study results aside, dents are what happen when we’re lucky. More than that and we’re blessed.

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She can’t stop looking at his nose…

A lot of us will blame the new guy for the campaign’s demise. But honestly TMIMITW had lost its interestingness some years ago. After many years of inspired copy the bit had grown stale. Nobody, not even the last copywriter, is to blame for that. When we see the joke coming and coming and coming we cross the street. Havas may have been foolishly chasing millennials by casting a younger hero but in my opinion they were just throwing up a Hail Mary. The public had already stopped being thirsty.

Adios amigo. It was fun while it lasted.

May I create some interesting copy for you? https://steffanwork.wordpress.com/

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One Response to “Dos Equis’ famously “interesting” ad campaign retired, along with its agency. Is anyone to blame?”

  1. The original Dos Equis commercials were an oasis in a sea of stupidity. Most advertising today is utterly idiotic. Advertisers are so obsessed with trying to tell a “joke,” we often don’t even know what the product is. And the joke usually isn’t funny. But… the point of advertising is to aim for that lowest common denominator. And the LCD gets “lower” every year.

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