Beer advertisers often assume a fairly low degree of intelligence, but our research revealed that our target actually had a brain and was rather irked by the clichés and sophomoric humor employed by the category. They felt misrepresented, misunderstood. They wanted to be seen as interesting.

Inspired by this insight, we created the Most Interesting Man in the World (MIM.) Instead of soothing drinkers with generic cues of masculinity, we used the sophisticated figure of the MIM, dashingly attired, and situated in exotic and intriguing locales, to imply that all drinkers could and should be living a more interesting life.

MUSICVO: His snow globe gets 24 inches of fresh powder annually.His Turducken consists of a duck inside a chicken inside a turkey back inside the original duck.One should never shake his gifts. Just trust me on this one.He is... The Most Interesting Man in the World.MAN: I don't always drink beer, but when I do I prefer Dos Equis.VO: Enjoy Dos Equis Responsibly.Imported by Cerveza Mexicanas, White Plains, New York.MAN: Stay thirsty, my friends.