The Most Interesting Man In The World is leaving orbit as Dos Equis looks to recast the iconic beer mascot and spokesman for all things suave.
In the beer company's latest commercial, The Most Interesting Man, played by Jonathan Goldsmith since 2006, is seen doing his final, well, interesting act: heading off to Mars. Though Goldsmith may be heading to the red planet to spread his leathery man philosophies to another world, the role will continue on with a new actor taking the reins, according to Ad Age.
While the new actor hasn't been announced yet, you can expect him to be far younger than Goldsmith, who is 77. This move also lines up with Dos Equis' partnership with the College Football Playoff, which was apparently a big motivator in swapping actors.
"If you just plug the current campaign in the context of college football, there is something there missing," said Heineken USA Chief Marketing Officer Nuno Teles. "You need something a bit more contemporary and something a bit more in today's world."
It's not only about getting younger, either. The average beer drinker is changing, too, as Andrew Katz, vice president of marketing for Dos Equis, pointed out to USA Today.
"Our millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft (beer). We just want to make sure that the (Most Interesting Man) story evolves."
Long story short: expect the new Most Interesting Man to talk about locally sourced hops and gluten-free ale.
So what about The Most Interesting Man's final send-off? The commercial will begin airing on Thursday, March 10, during the Los Angeles Lakers-Cleveland Cavaliers game on TNT. The farewell promotion will also be pushed through Cinco de Mayo, which is a no-brainer in terms of synergy.
You can take a look at The Most Interesting Man's final voyage below, where he meets and greets all of the supporting characters from his past escapades:
Nice spot, right? Watching that, though, we can't help but think that The Most Interesting Man kinda got the Poochie treatment:
As always: stay thirsty. Or go to Mars. Either one.
