Building off the long running Most Interesting Man campaign, and it’s well know tagline “Stay Thirsty My Friends,” Dos Equis utilizes “A Darker shade of thirsty” to introduce consumers to Ambar, their darker, and less well known offering. These spots reveal a previously unseen darker, more mysterious, and seductive side of the Most Interesting Man in the World (MIM). The focus on some of the MIM’s “darker” advice helps to highlight the distinguishing characteristics of Ambar and create intrigue around the product.