Radio — Beverages

Entrant: Euro RSCG New York, New York

Dos Equis
"Good Side"

Description of the Project

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.

Audio Engineer: Bret Fuchs (Outside) Production Company: Euro RSCG New York, New York Director of Integrated Production: Joe Guyt Associate Producer: Matt Sausmer Executive Agency Producer: Dave Evans Copywriters: Jason Sweeten/Louis Wittig/Dan Giachetti/Sam Higgins/Mike Ludwig/Paul Fix/Carlos Fernandez/John Clement/Rocky Pina/Carter Storozynski Creative Director: Brian Platt Executive Creative Directors: Steve Doppelt/Paul Bichler Chief Creative Officer: Lee Garfinkel Agency: Euro RSCG New York, New York Agency Account Directors: Katie Pearson/Katy Milmoe Corporate Name of Client: Heineken USA - Dos Equis

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