Dos Equis had just unveiled a new Most Interesting Man, and this video series acknowledges that some fans might have negative reactions to the new leading man. The work takes consumer reactions and flips them into humorous, legend-building vignettes that prove that the new MIM is, in fact, worthy of the title. No reaction was spared – everything from “the new Most Interesting Man blows”, "the new guy sucks" to “he’s got big shoes to fill” was incorporated.

This work takes traditionally negative phrases and turns them into positive, legend-building scenarios. The videos were then used as responsive messaging on social media whenever the brand received negative feedback about the new Most Interesting Man.