Beer advertisers often assume a fairly low degree of intelligence, but our research revealed that our target actually had a brain and was rather irked by the clichés and sophomoric humour employed by the category. They felt misrepresented, misunderstood. They wanted to be seen as interesting. Inspired by this insight, we created the Most Interesting Man in the World (MIM.) Instead of soothing drinkers with generic cues of masculinity, we used the sophisticated figure of the MIM, dashingly attired, and situated in exotic and intriguing locales, to imply that all drinkers could and should be living a more interesting life.

MUSICVO: The line for his Cinco de Mayo party starts forming on Ocho de Febrero. When he makes refried beans, he only has to fry them once.

His ten gallon hat holds approximately thirteen gallons.

He can tune a maraca.

He has three little black books just for women named Juanita.

It’s been said that his guacamole inspired the phrase “Holy Guacamole.” His piñatas fight back.

SFX: MUSIC REACHES CRESCENDOVO: He is the most interesting man in the world.SFX: THE MIM’S MUSIC BEGINS TO PLAYMIM: I don’t always drink beer, but when I do, I prefer Dos Equis.

VO: Enjoy Dos Equis Responsibly.

Imported by Cervezas Mexicanas. White Plains, New York.MIM: Stay thirsty my friends