• by Tanya Gazdik , April 15, 2013

Dos Equis is bringing back the “Most Interesting Man in the World” with the launch of its 2013 campaign.

The iconic figure, with his legendary beard and smoking jacket, will be featured in new spots set to run nationally via television and online, which end with the familiar charge for fans to “stay thirsty, my friends.”

This year’s two TV spots will visually take viewers through the irreverent interactions and adventures of the “Most Interesting Man,” and include a slew of television and online ads.

The campaign also will feature print and out-of-home components that highlight Dos Equis as the premium beer of choice for people who want to live more interesting lives.      
       
“Handball,” the latest 30-second spot, showcases the “Most Interesting Man” dominating in an impromptu handball match and deciphering a few lines of ancient hieroglyphics to his tour guide. The legendary lines include: “In a past life, he was himself,” “if opportunity knocks and he’s not home, opportunity waits,” and “he gave his father ‘the talk'." 

“Telecom,” a 15-second ad, features a flashback to the “Most Interesting Man” demonstrating his breakthrough “mobile telecommunication” technology for the first time. The legendary line notes “his morning breath has notes of saffron and a hint of lilac.”

The Dos Equis “Most Interesting Man in the World” campaign kicked off in 2007 and has anchored its place in pop culture.

“We’re really excited about this year’s creative,” said Gwen Boyce, brand director for Dos Equis, in a release. “As one of the fastest growing beer brands in America, Dos Equis’ continues to use advertising to broaden its core base and drive awareness for beer drinkers nationwide.”

The creative showcases how the “Most Interesting Man” leaves his mark wherever he goes, said Lee Garfinkel, co- chairman Havas Worldwide New York and chief creative officer for global brands.

 “Our goal for the campaign is that through his adventures, we can inspire fans to actively build their own legend and live a more interesting life,” Garfinkel says.