I want to go to Mars.
I want to be on the spaceship with the original, the one and only Dos Equis “The Most Interesting Man in The World.”
He’s the guy I love. He’s the bearded cat behind my favorite campaign of the last decade. The brand decided to put the old spokesman (he’s 77) out to pasture last year.
Mars in one hell of a far pasture to be cast to, but, I guess they decided he was too old to get the job done.
Rather than do the right thing and just kill the campaign, the brand is trying to maintain its momentum by re-booting it with a new younger “TMIMITW.” So far, he’s appeared in two commercials. The first was a teaser. Well, the bartender was interesting, but the new guy? Hmm. I reserved judgment to see where it was going.
The second commercial re-launching the campaign just broke, and it epitomizes everything that’s wrong with our business today.
TMIMITW’s originality and fun have been sanitized, and heavy doses of marketingese have been clumsily injected.
The new younger man is shown racing a beautiful woman in airboats across desert sands! Active lifestyle, got it!
Then, get a load of this–– he and she spar with Samurai armor!!! Whereas the old TMIMITW was admired by beautiful women, the new one competes with one.
But you’re not going to see who wins these battles of the sexes. Wouldn’t be right, might be perceived as sexist, and hey–– women drink beer, too. Can’t alienate a market.
Check the box for political correctness AND expanding brand appeal.
BUT WAIT! The couple competes again throwing knives. This time, he splits a knife in two with one of his throws–– and she is impressed. Ah, but they were not competing. The camera reveals the couple was working together making knife art depicting a whale!!!
See that, men and women CAN work together!!! Uplifting visual message, got it.
Then, this year’s model takes a helicopter to tailgate on the Serengeti where he carves a coconut into a football and kicks a field goal between two giraffe necks!!! The marketing people tell us Dos Equis has some big football sponsorships. Brand association with the events sponsored, roger wilco!
Cut to quick shot of a Dos Equis draft pull handle as the amber nectar glides into a frosty glass, (does this Serengeti rock, or what?). Then a suitcase is kicked open and what’s this? A television set is inside, and a football game is being broadcast. Kooky!!! People are excited by the game and cheer. Time for the wrap-up, folks.
The new Interesting dude proudly holds a can of Dos Equis and delivers the old “I don’t always drink beer, but when I do, I prefer Dos Equis” line.
Cut to product shot of Dos Equis in all its available containers: a can, a bottle, and a draft glass with logo. Brand I.D. with all forms the beverage is available in–– check, check, and CHECK!!!
Here’s the big idea finish. The old fart who was interesting used to say, “Stay thirsty, my friends!” But our new hip guy says, “Stay thirsty, mis amigos!”
He’s bilingual!!!!! Brand appeal across cultures– got it!
Spike the coconut, let’s dance!!!
The agency spin on this new campaign evolution is that the new Most Interesting Man is a man of action, with fast pace situations and more energy. And because this YOLO cat does not look back, there are no flashbacks as in the old TMIMITW.
Apparently, the past is for old losers, man.
Heineken USA Chief Marketing Officer Nuno Teles, said this about the new direction: “The temptation of a marketing director is to kill good ideas. Since the beginning of this project, I said, listen, the idea is good, it just needs to be executed in a better way.”
Well, the writing of the campaign is still pretty good, but the rest of it looks and sounds like a team of MBAs created it in a ham-fisted effort to yank at the wallet strings of the beer consuming public.
The new man has no soul, no heart. He’s not interesting. He’s a marketing wolf in sheep’s clothing, and I suspect he’s not long for this world.
Unless this campaign shows some backbone, some originality not designed to resonate with legal age beer drinkers, he will die.
And should die.
Was anyone smart enough to put a camera in that spacecraft carrying the original TMIMITW?