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:Some Meteorologists believe his ghost stories are the actual cause of thunder.VO: When there’s something strange in his neighbourhood, he deals with it with a swift and disapproving glance.

Spirits will haunt a house just hoping to meet him.

His recipe for deviled eggs involves actual witchcraft.

Werewolves bring his picture to the barber.He's never walked into a spider web.When the zombies come, he will be waiting.

SFX: MUSIC REACHES CRESCENDOVO: He is the most interesting man in the world.SFX: THE MIM’S MUSIC MIM: 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.