Dos Equis has announced that it will retire its long-running ad campaign centered on “The Most Interesting Man in the World.”
The popular ad series starring character actor Jonathan Goldsmith has been on the air since 2006, but the beer company feels it is time to move on with a new spokesperson.
“Culture has changed very dramatically,” Andrew Katz, vice president of marketing for Dos Equis, told USA Today. “Our millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft [beer]. We just want to make sure that the [Most Interesting Man] story evolves.”
Katz also said that Dos Equis has nearly tripled its business since the campaign began, with annual sales reaching $325.3 million in 2015. He also said that a new actor will take over as a spokesperson in a new campaign later this year.
The Most Interesting Man will of course be sent off in style. A new ad will feature him being dispatched on a one-way mission to Mars, with characters from past ads bidding him farewell.
The character has gone well beyond television, inspiring a popular Internet meme based on the character’s catchphrase, “”I don’t always drink beer, but when I do, I prefer Dos Equis.”
“There is a real connection with the fun and authenticity of the character, which I portray with the same joy and passion that is part of my own life,” Goldsmith told USA Today.
34 Super Bowl 50 Ads: Watch This Year's Buzziest Commercials (Video)
Audi compares its cars to space shuttles in its 60-second ad set to late rock legend David Bowie's "Starman."
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Athletes breathe heavily and drink Michelob Ultra in the spot for the low-calorie, low-carb beer.
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Automotive floor mat company WeatherTech boasts American manufacturing in its 30-second spot.
Apartments.com's 60-second spot stars Jeff Goldblum, Lil Wayne and George Washington.
PayPal is kicking of a "New Money" ad campaign with a Super Bowl ad set to an instrumental version of Demi Lovato's "Confident."
Drake spoofs his viral "Hotline Bling" music video in T-Mobile's 30-second spot.
Acura's 30-second ad uses Van Halen's "Runnin' With the Devil" and red, white and blue lights to promote its new Acura NSX.
A herd of sheep sings Queen's "Somebody to Love" in Honda's woolly advertisement titled “A New Truck of Love,” which ends with the farmer’s trusty sheep dog joining in at the end.
Just one of many ads to employ a famous face, Hyundai's commercial features a world where all men look like Ryan Reynolds. Sounds like heaven.
Kias are like colorful socks, or so says Christopher Walken in the automaker's 60-second spot, as the actor takes over from the famous dancing hamsters.
Serena Williams, Abby Wambach, T-Pain, Randy Johnson, Tony Hawk and Harvey Keitel star in the Mini USA ad, which promises to "Defy Labels."
Avocados From Mexico sends emoji, The Dress and Scott Baio to space in their surreal 60-second ad.
Helen Mirren says a bunch of terrible things about drunk drivers for Budweiser in one of the beer company's commercials, calling them a “short-sighted, utterly useless, oxygen wasting, human form of pollution.”
"Silicon Valley's" T.J. Miller shares some "unfiltered talk" with the Shock Top mascot in the brand's first ever Super Bowl ad.
Doritos' "Crash the Super Bowl" campaign will pick one homemade ad to air during Sunday's game, with the winner getting $1 million and the chance to work with "Dawn of Justice" director Zack Snyder.
An adorable stampede of weiner dogs runs through a field in this year's Heinz ad, which may win the prize for cutest commercial of 2016.
Skittles tapped Aerosmith's Steven Tyler for its 30-second Super Bowl spot.
NBA player James Harden will star in Taco Bell's ad promoting a secret new product.
Pokemon encourages viewers to "train on" in a new ad celebrating its 20th anniversary.
Finance and tax software company Intuit once again handed over its Super Bowl slot to a small business. This year, it was Death Wish Coffee.
"Quantum of Solace" director Marc Forster directed the 30-second ad for financial services company SoFi.
Alec Baldwin will star in Amazon's first Super Bowl ad this year alongside former Miami Dolphin QB Dan Marino and Missy Elliot.
Ridley Scott, the director behind Apple's iconic "1984" commercial returns to the Super Bowl to produce LG's ad starring Liam Neeson.
James Lipton stars in a 60-second teaser for TurboTax's upcoming Super Bowl commercial.
Comedy duo Keegan-Michael Kelly and Jordan Peele star in the spot for Squarespace this year. They will also provide live commentary during the game for the company.
The NFL will run a 60-second ad in which Super Bowl babies — children born in winning cities nine months after the Super Bowl — sing a comical cover of Seals "Kiss From a Rose."
SunTrust Banks takes an optimistic approach in its 2016 ad.
Quicken Loans boasts that its new Rocket Mortgage app can save the economy in its 60-second spot.
The characters from "Kung Fu Panda 3" star in a cuddly 30-second spot for Wix this year.
Colgate's "Save Water" ad encourages viewers to turn off the faucet while brushing their teeth.
Axe will air a 30-second version of its successful "Find Your Magic" ad during this year's game.
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From T-Mobile’s “Hotline Bling” parody featuring Drake to Ryan Reynolds distracting drivers in his Hyundai, see the best ads ahead of this year’s big game
Audi compares its cars to space shuttles in its 60-second ad set to late rock legend David Bowie's "Starman."
