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: You can RSVP to his Cinco de Mayo party with a signal flair. Just indicate if you're a plus one or not.His wallet is made of Chubicabra leather.

He doesn't need the reassurance of calling his nachos 'supreme'.There's an ongoing Telenovela cliffhanger on whether or not he'll make an appearance.Spoiler alert: he doesn't.

Only he knows why the mariachi band won't stop smiling.The name 'Guadalupe' just sounds better when he's saying it.He can climb a cactus with ease.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.