The Most Interesting Man in the World – ode to Ogilvy?

I’m sure you’ve seen the Dos Equis “Most Interesting Man in the World” beer campaign. It profiles a suave, mysterious man who doesn’t always drink beer. But when he does, he prefers Dos Equis.

The television spots almost take on a Chuck Norris facts-joke approach, describing the most interesting man in the world’s most intriguing attributes, such as “he once had an awkward moment, just to see how it feels” or “his beard alone has experienced more than a lesser man’s entire body.”

The Most Interesting Man in the World
Client: Dos Equis Beer
Agency: Euro RSCG Worldwide; New York

The spots are effective. They create a setting and start to tell a story by introducing this interesting, mysterious man. It’s refreshing to see a beer ad like this, instead of the traditional party, party, party ads for Bud or Coors Light. Now compare the spots above to some of David Ogilvy’s most iconic advertising from the 60’s, below:

Commander Whitehead / The Man with the Schweppes is Here
Client: Schweppes
Agency: Ogilvy, Benson & Mather

TV (click to play):

Print:

The Man in the Hathaway Shirt
Client: C. F. Hathaway Company
Agency: Ogilvy, Benson & Mather

The spokesperson approach is not a revolutionary idea now. But it was back then. And most importantly, it worked. The advertising revealed that there was more to the story than just the product benefits. It created an image for the product and a character for the audience to aspire to be. The suave, sophisticated, well-travelled Most Interesting Man in the World reminds me an awful lot of Commander Whitehead or The Man with the Hathaway Shirt.

It’s not stealing a creative idea, but using a technique that proves to be just as effective now as it was 40 or 50 years ago.

Stay classy my friends.
– danvertising