Erin Andrews and Luis Guzman Temp for Dos Equis' Most Interesting Man

Sportscaster and Actor Step in Until New Lead Is Unveiled

Published on

Editor's Pick

The music sounds the same, and so does the voiceover. But Dos Equis' first round of ads without Jonathan Goldsmith playing the Most Interesting Man will take a decidedly new turn as the brew transitions this summer to its next campaign chapter.

Dos Equis will not unveil its next Most Interesting leading man -- or woman -- until late summer/early fall in conjunction with its new College Football Playoff sponsorship. In the meantime, ads are starring a couple of fill-ins: TV star and sportscaster Erin Andrews and actor Luis Guzman, who is known for often playing sidekicks.

The two celebrities will be featured in digital ads this summer that plug an "interesting index." Viewers are asked to visit a website where they can discover their interesting ranking. The index is derived from an algorithm that scrubs a person's Facebook data to determine scores for originality, thirst for knowledge, worldliness and sense of adventure.

In separate TV ads the imported beer will plug a new package design aimed at highlighting the brew's Mexican heritage as it enters its 120th anniversary next year. While the spots seek to educate drinkers on the new bottles and cans, they also tease forthcoming news about the Most Interesting Man's evolution.

Executives at brand owner Heineken USA remain mum on how they will replace Mr. Goldsmith. The actor made his final appearance for Dos Equis in a spot that debuted in March that showed him making a one-way trip to Mars. When quizzed about the coming new approach, Dos Equis Brand Manager of Marketing Andre Woldt said: "All I can say is that there is a new era of interesting on the horizon. That's as much as I can say for now."

The brand is sticking with Havas Worldwide New York as its creative agency.

Ms. Andrews' role appears to be temporary. Mr. Woldt confirmed she will not take over for Mr. Goldsmith. Neither will Guzman, the brand confirmed.

In the digital ads, the celebs do not repeat the Most Interesting Man's famous catchphrase, "I don't always drink beer, but when I do, I prefer Dos Equis." Ms. Andrews instead says, "I can drink beer with the best of them, and when I do, I choose Dos Equis."

The new package design is most apparent on cans, which display the brand's familiar red double X's vertically, rather than horizontally. The X's are shown bolder on cans and bottles.

Read the full story on Dos Equis' evolution on Adage.com.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jun 01, 2016
Agency:
Havas Worldwide New York
Chief Executive Officer:
Andrew Benett
Client:
Dos Equis
Chief Creative Officer - of the Americas:
Toygar Bazarkaya
Chief Creative Officer - North America:
Jason Peterson
Group Executive Creative Director:
Jason Musante
Managing Director:
Jason Musante
Executive Creative Director:
Jim Hord
Group Creative Director:
Keith Scott
Group Creative Director:
Paul Johnson
Global Chief Content Officer:
Vin Farrell
Head of Content, North America:
Dave Evans
Head of Content, North America:
Sylvain Tron
Executive Producer:
Jill Meschino
Junior Producer:
Alex Zubak
Senior Broadcast Business Affairs Manager:
Deborah Steeg
Talent Specialist:
Yvette Aponte
Junior Talent Specialist:
Amber Canyon
Global Chief Revenue Officer:
Matt Weiss
Global Chief Marketing Officer:
Matt Weiss
Global Account Director:
Chris Budden
Account Director:
Jamie Sundheim
Account Supervisor:
Wendy Hu
Account Executive:
Jenny Maughan
Chief Strategy Officer, North America:
Tim Maleeny
Brand Strategy Director:
Maggie Gross
Digital Strategy Director:
Maggie Gross
Senior Strategist:
Stacey Kawahata
Director of Social Marketing:
Larry Lac
Social Strategist:
Rachel Korenstein
Social Media Coordinator:
Katie Campo
Production Company:
Radical Media
Director:
Steve Miller
Director of Photography:
Bryan Newman
Executive Producer:
Gregg Carlesimo
Producer:
Barbara Benson
Editorial Company:
Arcade Edit
Editor:
Jeff Ferruzzo
Executive Producer:
Sila Soyer
Post Production:
The Mill
Chief Creative Officer:
Angus Kneale
Creative Director:
Jeff Dates
VFX Supervisor:
Jeff Dates
2D Lead:
Michael Smith
3D Lead:
Thomas Bardwell
Executive Producer:
Verity Grantham
Producer:
Clairellen Wallin
Color:
Company 3
Colorist:
Tom Poole
Sound Design:
Yessian
Sound Designer:
Weston Fonger
Executive Producer:
Marlene Bartos
Audio:
Sound Lounge
Partner/Mixer:
Tom Jucarone

See more credits

Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age