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.