Silver Winner

Radio — Script Writing

Entrant: Euro RSCG New York, New York

Dos Equis



The line for his Cinco de Mayo party starts forming on Ocho de Febrero.

When he makes refried beans, he only has to fry them once.

His ten gallon hat holds approximately thirteen gallons.

He can tune a maraca.

He has three little black books just for women named Juanita.

It’s been said that his guacamole inspired the phrase “Holy Guacamole.”

His piñatas fight back.

SFX: The violins reach their crescendo. He is the most interesting man in the world.

SFX: The MIM’s music begins to play

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

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: Paul Fix/Louis Wittig Associate Creative Directors: Carlos Fernandez/Paul Fix 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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