The star of this campaign for Dos Equis is the Most Interesting Man in the World, a greybearded man engaged in a series of adventurous pursuits like close-combat sparring and steering a motorboat full of beauty-pageant winners. 30-second TV slots presented a montage of his exotic adventures, while 15-second slots provided our audience with wit, wisdom andsage advice garnered from a life lived interestingly. The TV campaign was frequently refreshed to keep the audience engaged. Out-of-home advertising promoted overall brand awareness, and interactive advertising served as a central hub to build community, including a microsite developed to recruit an assistant.
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