The police often question him just because they find him interesting. His blood smells like cologne. Every time he goes for a swim, dolphins appear. If he were to mail a letter without postage it would still get there. His mother has a tattoo that reads son. When in Rome, they do as he does. At museums, he’s allowed to touch the art.
You might recall these pithy statements voiced over grainy, sepia video of a man sewing up his own cut, or diving into the ocean from a dangerous looking cliff, or touching the art in a museum. They’re from the Most Interesting Man in the World campaign from Dos Equis, produced by the marketing firm Euro RSCG, and they’ve become quite a sensation over the last several years.
The ads are hilarious, and more importantly, they’re persuasive. Dos Equis sales have increased by 22% while the sales of other imported beer fell by 4%, and US sales have increased each year between 2006 and 2010, and tripled in Canada. Those are staggering statistics, especially when you consider that most of that success can be attributed to one highly effective advertising campaign.
The geniuses at Euro RSCG explained the motives behind the Most Interesting Man in the World campaign: “He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly.”
In short, audiences like the MIM because he’s an over-the-top version of who they strive to be. (I mean, who doesn’t want to touch the art in museums?!) Everyone wants to live an interesting life, and here’s the MIM telling us about how awesome he is and all the cool things he does and has done. Audiences are inspired by him because they want to live their lives to the fullest just like him. The notion that drinking a certain type of beer will make you more interesting may be ridiculous, but who cares? “Stay thirsty, my friends” the Most Interesting Man in the World rasps in a slightly Spanish accent, and indeed, that is what we intend to do in life after watching the amazing MIM in action.
The strength of the commercial relies on how the narrative holds until the very end. “I don’t always drink beer, but when I do I prefer Dos Equis.” Of course the MIM doesn’t drink beer regularly– he’s much too awesome for that– but when he does imbibe some lowly brew, he chooses Dos Equis, which should be reason enough for us all to run out and grab a sixer of the awe-inspiring ale.
These 30-second commercial gems (or this 8-minute montage) are great for some quick Monday morning inspiration, not only because they guarantee a laugh, but because they are a testament to the effectiveness of a great story. The Most Interesting Man in the World campaign literally made millions for Dos Equis, all because of great storytelling. Remember that fact when crafting presentations. The story is what propels the idea, the product, the brand. It’s what people remember. Make it great.
We’ll leave you with our favorite MIM line: “He lives vicariously… through himself.”
