I don’t always get fired from my job. But when I do, I’m replaced by a guy almost half my age.
Jonathan Goldsmith, the Dos Equis man who was been entertaining TV audiences for the better part of the last decade, and was so popular that he became his own meme, has been replaced. Augustin Legrand, 41, a French actor, will now take on the role of the suave, wealthy spokesman for the Mexican beer brand.
“The new Most Interesting Man is a man of action,” Toygar Bazarkaya, chief creative officer of the Americas at Havas, told I4U. “He's never one to reminisce on times past, which stylistically changes everything. With a faster pace and more energy, we're reinvigorating and modernizing one of the greatest campaigns.”
Dos Equis revealed its new ad campaign in a full-length video featuring the Most Interesting Man racing across the desert on a “boat,” fighting with Samurai, and kicking a football made from a coconut across the Serengeti. The scene ends with a good, old-fashioned American football watch party with some Dos Equis beer. The closing tagline has been changed to, “Stay thirsty, mis amigos.”
In a foil to the advertising campaign’s previous playboy image, the commercial also features Marina Artigas, the Most Interesting Man’s opponent who attempts to best him in desert-racing and Samurai knife-wielding.