How do you promote a Mexican beer’s sponsorship of College Football, an iconically American sport that it has little right to own? If you’re Dos Equis, you keep things interesante, reminding viewers to keep every pre-game occasion interesante by telling the “true” story of how our cerveza inspired one of the greatest halftime speeches of all time.

Casting was key to making this film work. Our coach had a lot of heavy lifting to do. He needed to fit the image of a 1970s college coach, but needed to have the dramatic chops and gravitas to read a telephone number or barcode in dramatic, truly rousing fashion. To make this speech believable, we needed assistant coaches and players who looked the part and could make the reactions believable.