At first glance, the second Most Interesting Man in the World appears to be much like the first: bearded, suave and kind of leathery. He is French actor Augustin Legrand, and he is reviving the role recently abandoned by actor Jonathan Goldsmith.
Yet Dos Equis is promising a different kind of campaign. What today’s beer drinker (read: millenials) considers "interesting" has changed, said the company in a statement, and the new character will personify that.
"The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character and look and feel that opens the door to a world of interesting possibilities for today’s Dos Equis drinker," said Andrew Katz, VP of marketing for Dos Equis, in a statement. "In the coming weeks, fans will have the opportunity to get to know the new character in a uniquely interactive way."
The 30-second teaser released today suggests subtle differences between the two iterations of the character. After an old Dos Equis commercial is briefly seen on a TV behind a bar in a cantina, the viewer is treated to a montage of Legrand performing daring feats. He pulls a soccer ball from a well, runs down a street clutching a pig and chops a coconut in half with his bare hand. The message seems to be that Legrand, who at 41-years-old is 30 years Goldsmith’s junior, will be more of an action hero than his predecessor.
Legrand also speaks Spanish, which Goldsmith did not.
The spot ends when a woman joins Legrand at the bar, and the two exchange a knowing look. Perhaps tellingly, Nuno Teles, chief marketing officer for Heineken USA, which owns the Dos Equis brand, told USA Today that he would not rule out a "most interesting woman in the world" accompanying Legrand on his adventures.
The campaign, created by Havas New York, will officially kick off on October 19th, when the brand will release a full-length "vignette-style" commercial during the college football playoffs. The effort will include activations on Snapchat, including a lens available for College Football Game Day, October 22.
Those social media integrations are part of how "interesting" will be redefined for the new campaign, said Toygar Bazarkaya, CCO of the Americas at Havas, in a statement. "It’s the beginning of a new era of interesting. With The Most Interesting Man not just telling us about his adventures, but inviting us to be part of them," he said.
Goldsmith, who originated the character 9 years ago, departed the Dos Equis campaign in March amid a legal battle with his talent agency. After Jordan Lee, Inc, filed suit against Goldsmith for refusing to pay commissions on his nearly $1 million per-year Dos Equis work, Goldsmith filed a countersuit claiming the owner of the agency was an imposter who endangered his career with reckless behavior.