Dos Equis is replacing the actor who plays the Most Interesting Man in the World as the beer brand makes major changes to what is widely viewed as one of the best ad campaigns of the 21st century.
Jonathan Goldsmith, who has played the character since the campaign launched in 2006, is making a final appearance in an ad that debuts Thursday evening. The 77-year-old actor is shown headed for a one-way trip to Mars, leaving the impression that the character will never come back. He delivers his classic line "Stay Thirsty My Friends" aboard a rocket ship, as the campaign's familiar voiceover states that "his only regret is not knowing what regret feels like." Before he takes off, he bids farewell to characters who have appeared with him in previous ads over the years.
But while Mr. Goldsmith might be heading into outer space, the campaign will remain. New ads slated for the fall will feature a new actor in the starring role, executives from Dos Equis parent Heineken USA said in interviews. They declined to identify the new star, or share details about ad plotlines, other than to say they are seeking to contemporize the campaign. One goal is to align the ads better with the brand's new sponsorship of the College Football Playoff.
"There will be a hand-off of sorts -- one day it won't just be somebody new," said Andrew Katz, VP of marketing for Dos Equis. The campaign "will feel familiar, but it will be different," he said. "There will be elements that are very, very recognizable, that are super iconic to us, but it will have a very fresh take on things. It will not feel like we've just swapped actors."
The brand is sticking with Havas Worldwide New York, which originally created the campaign when the agency was known as Euro RSCG.
Read the full story on Adage.com.