The newest incarnation of Dos Equis‘ “Most Interesting Man” has made his debut: French actor Augustin Legrand.
Famous beer company Dos Equis has officially passed the torch from 77-year-old Jonathan Goldsmith to Mr. Legrand, a 31-year-old who speaks English and Spanish. The company says its decision, as seen in a commercial released Wednesday, allows the iconic character to take on bigger tasks while also appealing to a more diverse group of potential customers.
“The reality of the drinker base is it’s much more multicultural than ever. And Spanish-dominant consumers are increasingly important,” said Andrew Katz, vice president of marketing for Dos Equis, USA Today reported Wednesday.
“Think anyone will ever be as interesting as him?” a bartender asks Mr. Legrand in the advertisement while pointing to old Dos Equis footage.
“It’s hard to say,” the character replies after a montage of action scenes.
One flashback includes the “Most Interesting Man” running with a beautiful woman from angry merchants while cradling a fez-wearing piglet. Another shows him emerging from a rural drinking well with a lost soccer ball to the delight of locals.
The Credits:
Ad Agency: Havas New York
Production Company: Traktor
Director: Traktor
Production Company: Rattling Stick
Editorial Company: Final Cut
VFX: The Mill