See the New Most Interesting Man in the World

French Actor Augustin Legrand Replaces Jonathan Goldsmith

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The new Most Interesting Man in the World is younger and French. Dos Equis has tapped actor Augustin Legrand to replace Jonathan Goldsmith, who at age 77 made his final appearance in the iconic role in a spot that debuted in March showing the character making a one-way trip to Mars.

Mr. Legrand appears in a teaser spot beginning today in which his character is shown watching an old Most Interesting Man ad. The bartender asks him in Spanish: "Think anyone will ever be as interesting as him?" The spot then portrays Mr. Legrand's character engaging in exploits like retrieving a soccer ball from a well, before replying to the bartender: "It's hard to say."

Mr. Legrand is an actor who was born in 1975 in Loiret, France, according to the IMDB. USA Today reported that he speaks English and Spanish.

The spot teases an ad that will run on Oct. 19 and make the full reveal of the new character, Beer Business Daily reported this morning. The new campaign "will be a familiar template but will still be fresh and new. If the old campaign is a look back on a life well-lived, this is much more about ... you're seeing his life unfold in real time," Andrew Katz, Heineken USA's VP-marketing for Dos Equis told the publication.

The new campaign is expected to be a key part of Dos Equis sponsorship of the College Football Playoff. Last night, ESPN tweeted that the new character would be revealed during an airing of Sportscenter tonight.

The new effort is by Havas Worldwide New York, which originally created the campaign when the agency was known as Euro RSCG.

This story originally appeared at AdAge.com.

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About

Credits
Date
Sep 07, 2016
Agency:
Havas Worldwide New York
Chief Creative Officer - of the Americas:
Toygar Bazarkaya
Client:
Dos Equis
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
Creative Director:
Jonas Wittenmark
Creative Director:
Tobias Carlson
Creative Director:
Paul Fix
Associate Creative Director:
Matthew Hock
Associate Creative Director:
David Fredette
Global CEO:
Andrew Benett
Global Chief Revenue Officer:
Matt Weiss
Global Chief Marketing Officer:
Matt Weiss
President:
Laura Maness
Group Account Director:
Chris Budden
Account Director:
Jamie Sundheim
Account Director:
Michelle Garrard
Account Supervisor:
Wendy Hu
Account Supervisor:
Jenny Maughan
Chief Strategy Officer, North America:
Tim Maleeny
Digital Strategy Director:
Maggie Gross
Brand Strategy Director:
Maggie Gross
Senior Strategist:
Stacey Kawahata
Senior Strategist:
Cassie Taylor
Director of Social Marketing:
Larry Lac
Social Strategist:
Rachel Korenstein
Social Media Coordinator:
Katie Campo
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:
Lauren O'Driscoll
Junior Producer:
Alex Zubak
Broadcast Business Affairs Director:
Cathy Pitegoff
Senior Broadcast Manager:
Deborah Steeg
Talent Specialist:
Yvette Aponte
Production Company:
Traktor
Director:
Traktor
Director of Photography:
Hoyte van Hoytema
Executive Producer:
Rani Melendez
Production Company:
Rattling Stick
Executive Producer:
Joe Biggins
Head of Production:
Richard McIntosh
Production Controller:
Christine Berentsen
Staff Coordinator:
Hayley Wyett
Editorial Company:
Final Cut
Editor:
Rick Russell
Executive Producer:
Stephanie Apt
VFX Company:
The Mill
Chief Creative Officer:
Angus Kneale
Executive Producer:
Verity Graham
VFX Shoot Supervisor:
Tara DeMarco
Senior Flame Artist:
Michael Smith
Sound Design:
Yessian
Sound Designer:
Weston Fonger
Executive Producer:
Marlene Bartos
Telecine Company:
Company 3
Colorist:
Tom Poole
Producer:
Clare Movshon
Audio Company:
Sound Lounge
Sound Engineer:
Tom Jucarone
Music:
Beacon Street Music
Composer:
Beacon Street Studios
Executive Producer:
Adrea Lavezzoli

See more credits

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Industry
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