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: His left side is his good side. And so is his right.

He once shook his own hand, just to see what all the fuss was about.

When he dances with wolves, it’s usually the tango.

His hair gets thicker with age. There are people still laughing at a joke he told in 1997. His anecdotes have subplots.He has never stepped in gum.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