Dos Equis makes college football a lot more 'Interesante' in latest from Droga5

Campaign creates fictional lore around the brew's role in the game

Published On
Aug 29, 2018

Editor's Pick

A halftime locker room pep talk becomes ridiculously inspired with the help of Dos Equis beer in a new college football-themed campaign from Droga5 New York. In a retro-looking anthem spot, a football coach recites the boring old facts on the beer's label-- "4.2 percent alcohol by volume! … Registered trademark of CCMIPSA corporation! ... One gram protein!"--with unusual fervor, and then sees his gridiron gang react in kind, ready to storm into the latter half of the game.

The new campaign also features multiple ads that place the beer in absurd college football scenarios, some playing off historical moments of the game. In one, legendary coach Les Miles--who has a strange penchant for eating grass--orders a turf-tender to spray the green with Dos Equis. Another spot dubs Steve Spurrier "Head Beer Coach" and plays off his known fondess for visors and the many moments he's been carried off the field following his teams' victories, while yet another shows the beer brand's (fictional) role in the game's first-ever two-point conversion. The Bobbsey Twins from Homicide directed, with production out of Ruffian.

The effot continues the "Keep It Interesante" tagline introduced in March by Droga5 and supports Dos Equis' role as Official Beer Sponsor of the College Football Playoffs. It also includes out of home, in-bar signage as well as a themed pigskin can with ball laces that riff off the brew's double-x design.


Aug 29, 2018
Brand :
Dos Equis
Agency :
Droga5-New York

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