"The Most Interesting Man In The World" Ad Campaign

No matter what market you are in or what kind of business you have advertising always plays a role when shaping your product or business. Getting people to remember you is definitely an important aspect in advertising. Having memorable commercials is definitely a good way in which this can happen and I think because of this Dos Equis did a really great job in creating a memorable advertisement. Every time one of these commercials comes out and I am really excited to hear and see what they have come up with. Of course I am talking about “The Most Interesting Man in the World!”

"The Most Interesting Man in the World," is played by long time actor Jonathan Goldsmith. Most of his film career was in his younger days meaning he did not have his fantastic beard. To which I'm sure he procured over his long journey in becoming the most interesting man in the world. This commercial shows some of these feats, such as him ice fishing in his skivvies without any tools, rock climbing a 90 degree cliff face and stopping to pet a baby bird, sharing his cab on the train with two beautiful women, and finally playing a joke on a Queen making her burst into laughter. As the ad is playing Will Lyman, the narrator who has just a great voice for the commercial, stating things that “The Most Interesting Man in the World,” has done or something that he is allowed to do that most people can't and it is really creative, intelligent, and funny at the same time. This particular commercial is 30 seconds and was broadcast in Spring of 2010, however I do know that they also have multiple-minute long advertisements in “TMIMITW” ad campaign.

Snob-appeal is definitely being used in this advertisement as if saying people that do interesting things drink this beer. As well as famous-person testimonial I think is also being used, but instead of it being the actor it is actually being “TMIMITW.” This ad definitely does use the association principle as a technique also, being interesting actually has nothing do with the product at all, but it is advertising “the interesting image,” to boost the product.

I thought this was pretty unique. I don't remember seeing an add close to it really. I mean of course there have been so many adds using the association principle saying that cool people do this and so on but I thought for the most part this ad is pretty unique. The target audience would probably be ages 21-50 and that is whom I believe this ad would appeal to.

Strengths would be creativity and humor. One that I think demonstrates both perfectly is when they say “his mom has a tattoo that reads “Son.” I am just not a fan of that music, so I wonder if they could make it better by changing it. It is definitely very memorable, the most memorable thing about it is the little sayings by Will Lyman. I think it definitely connects with the target audience, it has a good sense of humor for multiple decades of generations.

I don’t know if anyone reading this watches or used to watch old westerns but the Gunsmoke, my grandpa's all time favorite show is actually where Jonathan Goldsmith got his start. I have posted two links, one by slate and one by adage.com both are stories about Goldsmith explaining exactly why he was chosen for the role and what exactly makes him so interesting himself.

I have bought Dos Equis within the last few years and when I come to think of it the only advertising I remember by them has been this ad campaign so because of it I think I did actually choose their product. I think it was a pretty good beer and I would recommend it to others.

Learning about advertising was pretty eye-opening, I never really thought about all the different techniques that they use to try and get us to relate or ultimately use or purchase the product. Even this commercial uses multiple obvious techniques right off the bat. It really surprised me when I went to look at what techniques they were using and they were so easily identifiable. That was very interesting to me, they don't even try to hide the fact they are using techniques which may or may not have anything to do with the product to persuade you to buy it.

http://www.youtube.com/watch?v=L-4zfsy6rsM




Links:

http://adage.com/article/behind-the-work/story-dos-equis-interesting-man-world/233112/

http://www.slate.com/articles/business/ad_report_card/2009/05/the_most_interesting_man_in_the_world.html

http://en.wikipedia.org/wiki/The_Most_Interesting_Man_in_the_World