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DOS EQUIS

26 June 2010

Some say he found the fountain of youth, but didn’t drink, because he wasn’t thirsty.

About a year ago (I believe, I’m not entirely sure about the time because living outside of it one occasionally loses track of it) I saw my first commercial for a German/Mexican beer called Dos Equis. It looked something like this:

http://www.youtube.com/watch?v=8Bc0WjTT0Ps

So naturally, this quickly became a phenomenon. The Most Interesting Man In The World, telling about his daring exploits and amazing life. A life that could be yours if only you were thirsty enough. A slew of follow-up commercials were made, along with a broad internet campaign of viral movies, Facebook posts, Alternate Reality Games (ARG) online and who knows what more. Where lesser marketing characters last perhaps for a few weeks only (Old Spice’s ‘I’m on a horse’ guy was quickly replaced by a screaming black man, who in turn is probably replaced himself by now), The Most Interesting Man In The World (played by the insanely charismatic Jonathan Goldsmith) has been around for years now, since 2006.

He once had an awkward moment, just to see how it feels.

Now for the interesting bit. If we trace the Dos Equis commercials back to their core idea (improbable, fantastic claims about a man who is beyond human awe), we arrive squarely at the late 2005 internet meme explosion of Chuck Norris Facts. This was the time when everyone was running wild with ‘facts’ celebrating the godlike powers of Chuck Norris (‘When Chuck Norris falls in water, Chuck Norris doesn’t get wet. Water gets Chuck Norris.’). It is perhaps surprising, but also understandable, that the Dos Equis brand jumped on that idea and refined it into a far more versatile and enduring thing.

Of course, in a way, it only serves to show that Chuck Norris is indeed behind everything.

Stay thirsty, my friends.


Roderick