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 humour 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 holds a shell up to his ear, he hears adult contemporary hits of the 90’s.His monkey business is the official business he conducts with primates.The dinner he made last night was delicious, ask anyoneEven if he was the only person left on earth, mankind would still have a chance.He finds squirrels untrustworthy.If he were to say "it's not you, it's me", he'd be lying.He figure skates. And it is glorious.SFX: MUSIC REACHES CRESCENDOVO: He is the most interesting man in the world.SFX: THE MIM’S MUSIC BEGINS TO PLAYMIM: I don’t always drink beer, but when I do, I prefer Dos Equis.

VO: Enjoy Dos Equis Responsibly.

Imported by Cervezas Mexicanas. White Plains, New York.MIM: Stay thirsty my friends