The Most Interesting Man in the World values his privacy

Former Dos Equis pitchman Jonathan Goldsmith returns as tech company Luma's spokesperson in a brand-developed spot.

In December, actor Jonathan Goldsmith railed against "weak-ass WiFi" in a commercial for tech business Luma. Today the man, who once played the part of "Most Interesting Man in the World" in Dos Equis ads, returns. Only this time, Goldsmith is promoting the Luma Guardian, which protects individuals' privacy online. "Look, just because you don’t take nude selfies or belong to a group that’s plotting world domination, it doesn’t mean you don’t need privacy," he says. The nearly two-minute long spot was produced in-house and will live on and YouTube.