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: When he finishes his morning coffee, he flies home from Columbia.Objects in his side view mirror appear exactly as they are.He believes the pen is mightier than the sword, especially his patented Gun Pen.Hardware stores were his idea.His birdbaths have been known to attract Bald Eagles.It doesn't matter if they're running a sale or not, he's getting up to 50% off select mattresses.If you were to say, oh no he didn't. Chances are, oh yes he did.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.