Yesterday, Dos Equis announced that Jonathan Goldsmith’s run as the brand’s ineffable spokesman, The Most Interesting Man in the World, would come to an end.
The Mexican beer brand released the final ad featuring 77-year-old Goldsmith on YouTube yesterday. The spot will air on TNT tonight during the Los Angeles Lakers – Cleveland Cavaliers game. It marks Dos Equis’ #AdiosAmigo campaign, the final campaign for Goldsmith. #AdiosAmigo will run through Cinco de Mayo, an important holiday for the beer brand.
In the spot, The Most Interesting Man ends his nine year adventure by taking a one-way trip to Mars. Colorful characters from his past see him off for his final, epic journey.
Goldsmith was first cast as the highest-flying, most-debonair men of men in 2007 during a time when the imported beer market was growing. According to IRIWorldwide, Dos Equis, owned by Heineken, grew 34.8% between 2007 and 2015. Last year, the Mexican beer import grew 10.2%.
And not only did the campaign prove sales ROI, The Most Interesting Man also became a cultural phenomenon. It took over the internet with endless memes riffing on the tagline “I don’t always drink beer, but when I do, I drink Dos Equis.” In 2010, Vitamin Water even debuted a parody campaign starring Steve Nash as The Most Ridiculous Man in the World.
As a toast to Jonathan Goldsmith as The Most Interesting Man in the World, let’s stroll down memory lane with five of our favorite spots (in no particular order).
5. “His personality is so magnetic, he is unable to carry credit cards.”
4. “If he were to give you directions, you’d never get lost, and you’d arrive at least 5 minutes early.”
3. “His reputation is expanding faster than the universe.”
2. “People hang on his every word – even the prepositions.”
1. “His blood smells like cologne.”
But fans need not worry, a reincarnatedThe Most Interesting Man in the World will be back in a new campaign later this year. No doubt just as cool and suave (but probably younger).