Dos Equis brand beer (a subsidiary of Heineken International) began out together an unrecognized Mexican premium beer that began importation into the U.S. Sector in 1973. After dealing with struggling sales and difficulty in penetrating right into the premium imported beer market, Dos Equis brand beer decided it to be time because that a change. The resource of this change was a marketing firm referred to as Euro RSCG. The difficulty (as defined by the firm’s website) was that Euro RSCG required to uncover a way to present Dos Equis that would create awareness, pique curiosity, and go past conventional mexico imagery1. Research by the firm found that the mean beer drinker want to be viewed as anything however average. This sparked the idea for their campaigns lead character; The Most interesting Man in the World. According to Euro RSCG, the strategy behind The Most interesting Man in the civilization was,

" is seasoned in years, deserving of respect and also grey-haired sufficient not to be perceived as competition, the Most interesting Man is a magnet, quite than a mirror. The is a guy rich in stories and also experiences, much the method the audience hopes to be in the future. Rather than an embodiment of the brand, The Most interesting Man is a spontaneous brand spokesperson: he and also Dos Equis re-publishing a allude of watch on life the it should be lived interestingly."2

The Most interesting Man campaign an initial began airing commercials in 2006 and also went nationwide in 2009. Due to the fact that the begin of the campaign, full year case sales are up 20%, and total dissension sales room up 33.7%. During a time period where most imports discovered a diminish in growth, Dos Equis controlled to see an increase. Researches done by the Millward Brown firm rated the Dos Equis commercials and also found that commercials featuring the MIMITW were rated in the top 5% finest ads ever tested3. The TV ads have come to be a viral sensation sparking plenty of spoof series and sites. However, TV isn’t the just area wherein the project has to be popular. ~ above the Dos Equis website, which is largely dominated by the Most exciting Man, Google analytics reports the visitors spend an typical 7.42 minutes every visit top top the site. The project has likewise earned honors in ~ such occasions as the Cannes Lions Festival, the Effies, the Andy’s and was ranked as one of the peak 10 TV ads through time magazine4. Dos Equis has likewise received huge support on social networking sites such as facebook and twitter.

You are watching: Dos equis most interesting man commercial

exactly how does the humor offered in these ads work to carry the ad and its products into day-to-day talk? Multiple researches on advertising have uncovered that, "…humorous heralding is much more likely to secure audience attention, rise memorability, get over sales resistance, and enhance article persuasiveness"5. Due to the fact that of this, many ads featured in the U.S. Try to illicit a feeling response amongst consumers.

This post will study these Dos Equis commercials and also the consumer solution in bespeak to much better understand why this commercials have come to be so popular. Due to the fact that humor seems to it is in a huge part of advertisement appeal, ns will examine both the language and also the visual contents to find why people are so attracted to these commercials. Because these commercials very first started airing in the U.S., I will be focusing on American humor. I will exclude the influence of gender roles because the typical beer advertisement is targeted in the direction of males and also these commercials don’t it seems to be ~ to have actually a detrimental impact on females. In order come judge consumer reaction, i will examine a multitude of consumer influenced sites and forums. This will variety from blog to video clip comments and even customer created parody websites.



The element of humor plays a prominent part in the association in between the consumer and these commercials. In stimulate to get a direct look at just how consumers felt about these commercials, ns examined the comments ar of the YouTube clip the the advertising that had the most number of views6. Right here are several of those comment that seemed to lug the exact same theme as other posters:

AnomalousAnemone 1 job agostay thirsty my friends???? isn"t the the worst heat to offer beer ever, yet I want some!!! and I desire to be him!!!!!

BlackSoulAcid 1 week ago he once made god question his own faith

Bukakaz 2 months ago Alright males this is the power structure of manliness: 1. The Most interesting Man in the civilization 2. Chuck Norris (son that the over man) 3.Old Spice man (son of lining Norris) 4. Bruce Campbell (son of Old spice guy)

MysticMegaSaiyan01 1 year back i prefer dos equis every time i check out this commercial i laugh my ass off StonedBeatleFan 1 year back lmao i love these commercials. Ns remember them saying he once had actually a aer moment simply to see how it felt. Lmao

ilikerebels 11 months ago35

I don"t always watch commercials, but when ns do, I like this one.

BSNFabricating 11 months ago I want to be this guy when ns grow up. =)

virgilnilson 3 years back Manliest advertising in the world. I want to it is in him.

lalometalik 3 years earlier I"m making the a Dos Equis night tonight! I"m Thirsty!

The most usual themes I observed in these articles involved humor, manliness, and also a desire to it is in the most exciting man in the world.

In terms of social networking sites, the Dos Equis facebook page, at the composing of this article, has practically one million fans7. The contents of the Dos Equis facebook “wall” contain customer generated price quotes that look for to imitate unit volume in the commercials. These quotes, along with devoted websites8, space analogous to the lining Norris estimates that to be an internet sensation because that a period. One specialized fan has even produced a twitter site where individuals can write-up their very own Dos Equis male quotes9.

From below I discover the Dos Equis created sites target at consumers. The two main ones I used were the house site10 and also a spin off site where you deserve to join The Most exciting Academy11. The main site lets you interact in various activities, consisting of watching the commercials, going right into MIMITW’s office, discovering insults in different languages, and arm wrestles Mao. The academy website enabled me come “enroll” in the academy. After ns submitted some information consisting of an alias, a mantra, and also some various other information, I had the ability to take process (Note: You space able to take it the “courses” without registering yet you won’t be ranked). The courses, titled through such things favor “Command of the animal Kingdom”, room basically mini-games wherein you shot to achieve the greatest score among registered users. At the end of annually Dos Equis sends out the seven peak scorers come a program dubbed the Most exciting Show.


In order to watch if these commercials succeed at developing humorous situations that would entice consumers, we have to understand what humor is. Anthropologists have identified humor as setup up a surprised or a series of surprises for an audience; these surprises monitor a basic rubric that “incongruity”12. William O. Beeman describes this type of incongruous humor best:“A communicative actor presents a message or other content material and contextualizes it within a cognitive "frame." The actor constructs the structure through narration, intuitive representation, or enactment. That or she then suddenly pulls this structure aside, revealing one or an ext additional cognitive frames i m sorry audience members are displayed as possible contextualizations or reframings the the original content material. The tension between the initial framing and the sudden refraining outcomes in one emotional relax recognizable as the enjoyment solution we check out as smiles, amusement, and also laughter. This anxiety is the driving pressure that underlies humor, and the release of that tension—as Freud spicy out—is a an essential human behavioral reflex.”13

What Beeman is speak in this quote the the main basis for humor is setting up something familiar for the audience and also then offering them other unexpected. The an outcome of this participation is one emotional solution that we acknowledge as humor. However, humor is a bidirectional relationship. The audience has actually to have the ability to understand the context and also be acquainted with the setup of the hoax in stimulate to illicit some type of response. We define this as having a “sense the humor.” This sense is achieved through life experiences that help give united state the contextual background important for the expertise of humor. Simply as we discover to feeling our state of wellness or well-being, we deserve to learn to sense humor14.

I chose to analyze the linguistic and also visual facets of this commercials to check out if they meet the an interpretation of humor. ~ above the linguistic side, I found that these commercials did satisfy the definition of humor. One heat from one of the commercials states, “He stays vicariously, v himself.” In this line we watch the contextual setup; “He resides vicariously” is a statement the the target audience would most likely understand. However, after ~ this the literary works diverges, the audience expects him come live vicariously through one more person but instead they discover that he lives vicariously with himself. The second component of the declare is incongruous v the an initial because the an interpretation of vicarious is experiencing through an additional person. This statement not only surprises the audience, but it walk one step additional by implying that there is nobody else he would certainly live through due to the fact that he is the most interesting man in the world. Here we watch Beeman’s idea that frames in ~ frames coming right into play and also creating a kind of “tension” that we recognize as humor. Most of the lines stated in the commercials seem to monitor this general form of incongruous humor. Some examples are “If he were to punch you in the face, girlfriend would have to fight off the urge to thank him,” “He is the life of parties he has never attended,” “Police regularly question him, just because they find him interesting,” and also “He never ever says anything tastes prefer chicken… not also chicken.”

In terms of the visual, the too complies with the same theme the incongruous humor. In each commercial the audience is presented v a series of clips, most of which are shot with a grainy filter intended to imply a emotion of gift old. One commercial starts out v the MIMITW bench pressing two beautiful females in chairs if in a suit and apparently at a party. The commercial proceeds to a currently black and also white video clip of him eight wrestling (while quiet in a suit) some kind of asian general. The next clip we are presented through is him releasing a bear native a bear trap, again wearing a suit. All of these photos follow the same ideal of humor by presenting a familiar a instance that the audience recognizes, yet with a twist. The picture is recognizable yet what is continue in the is incongruous. Anthropologist Sam load theorizes that one more reason why these photos may be humorous is because the style that they are shot in is mediated by previous experiences through media of the same type15. In this situation it seems to be imitating 80’s layout campy TV mirrors while concurrently making fun of them. This kind of humor have the right to be ideal described as American stiob. Stiob is a Russion word for a kind of parodic genre that shows a kind of sarcasm or irony16. What differentiates that from normal sarcasm or irony is that it is more subtle and relies top top imagery the is conveniently recognizable to the audience. I draw parallels between American stiob and also the images in the commercials since these images current a kind of sarcastic and ironic humor that is so subtle it is tough to phone call if it is even supposed to be. The only reason an audience member would be able to come to this conclusion is if castle are familiar with the context and images they room being shown. For example, an aboriginal native of Ghana might see the picture of the MIMITW eight wrestling an oriental officer and might identify it together funny because of the location junxtap of the 2 in terms of their dress and also look. What he or she wouldn’t recognize is the subtle irony the this moment since of the tensions in between the 2 factions in ~ the time period the photo is supposed to convey. Because the aboriginal probably doesn’t have actually knowledge of American history, he or she doesn’t realize the the two human being arm wrestles are more than likely enemies and also therefore doesn’t master the feeling behind the picture (Stiob).

part of the genius behind these commercials is the reality that their feeling is quickly acceptable by the audience. The references and images the are supplied don’t need a distinct niche of expertise to interpret, just a general cultural experience. In the countless YouTube comments over there may have been just one human who didn’t know the commercials. Peter Wogan gift the argument that feeling can additionally be acquired from an pundit impulse the he describes as “the happiness of insight”17. Humor, that claims, is inexorably attached to intellectual pathways and by perceiving a joke, a human can additionally make intellectual discoveries. V these cognitive explorations a human not just takes joy from the joke, yet they additionally take joy from seeing rather respond come a hoax in the exact same manner.

Wogan’s currently of the mutual delight between persons suffering humor together relates come the many important aspect of these commercials. Laughter and also humor mediate society contexts of exclusion and also inclusion18. Most world have had actually a minute where they have been the butt finish of a hoax or weren’t current for a feeling experience. Since of this, these human being are excluded indigenous the joke and, in some ways, socially isolated. What Dos Equis has actually done through these advertising is developed a case where anyone is contained in the joke. A form of “community” is developed where you have the right to only be had if you understand the hoax or, as Dos Equis hopes, friend drink the beer. This sense of community has materialized itself digital where us can straight observe the interest and desire to it is in included. An example of this is the YouTube comments. Posting top top YouTube is a voluntary plot yet us see thousands of comments on one video. You also have the alternative of liking or disliking the video. Almost all of the comments to be in donate of the commercial (as seen in the ethnography) and they consisted of a basic interest the trying to be favor or imitate the MIMITW. What I also discovered was that there was a general derision for people who did not choose the commercial.

ExploreDestination 1 month ago4

the 44 civilization who disliked this need to not it is in interesting.

As ExploreDestination clues out, there to be 44 human being who chose to dislike the commercial, yet what was interesting was that ExploreDestination wasn’t the just one to do this statement. There to be multiple articles of world showing disdain for others who didn’t feeling the same means as they did. These people have been properly shunned indigenous the community surrounding the feeling of the commercial.

This feeling of neighborhood is likewise apparent in the Dos Equis on facebook page. Boasting practically one million fans, this is one more direct instance of a substantial online neighborhood surrounding the commercials and also their spokesperson, the MIMITW. However, ~ above the facebook web page we view a different means for consumers to show their common interest of the commercials. Instead of commenting just how much they choose the advertising or exactly how much they favor the MIMITW, users short article phrases intended to imitate those stated in the commercials. As Charles Colton when said, “Imitation is the sincerest form of flattery.” by imitating these commercials, civilization are reflecting their interest and keenness for them. This have the right to be checked out in parody websites and also other social networking sites choose twitter.

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Dos Equis has tried come further increase this neighborhood by creating online sites choose The Academy and also their residence website. These sites allow you take part in a means that provides you feel consisted of with the others. For example, once I join the Dos Equis Academy, ns became part of the course of 2010 whereby I might visually watch up civilization that joined through me. This creates an even much more exclusive feel of ar which could heighten the consumers feeling of “delight” by share it with various other elite members.

this communities, both imaginary and virtual, space mediated through the humor presented throughout the commercial. Despite there are different species of humor and also different means of express this humor (literary and visual), castle all develop the exact same sense that inclusion and sharing that is reflected by the boost in sales the Dos Equis.


Works Cited

Alden, Dana L., Wayne D. Hoyer, and Lee Chol. "Identifying an international and culture-specific size of feeling in advertising: A multinational.."Journal of Marketing57.2 (1993): 64.Communication & mass Media Complete. EBSCO. Web. 8 Dec. 2010. Beeman, wilhelm O. "Humor." journal of Linguistic anthropology 9.1 (1999): 103-6. Beeman, william O. "Humor." newspaper of Linguistic sociology 9.1 (1999): 103-6. Binau, Brad A. "Humor Reconsidered." Pastoral Psychology 58.5 (2009): 667-80. Pack, Sam “Beauty and also the Beast”. File presented at the annual Meeting that the American Anthropological Association, Philadelphia, December 2, 1998 Boyer, Dominic. "American Stiob." social Anthropology : newspaper of the culture for cultural Anthropology 25.2 (2010): 179-221. Wogan, Peter. "Audience Reception and also Ethnographic Film." Visual sociology Review : newspaper of the culture for Visual sociology 22.1 (2006): 14-33. Carty, John. "You"Ve gained to it is in Joking." Anthropological Forum : An international Journal of society and cultural Anthropology and also Comparative Sociology 18.3 (2008): 209-17. Brown, Bryan. "Lighter next of Grief." Visual sociology 22.1 (2009): 30-43. Pye, Gillian. "Comedy Theory and the Postmodern." Humor: worldwide Journal the Humor study 19.1 (2006): 53-70. Scarpetta, Fabiola. "Interactional paper definition of humor in Stand-Up Comedy." study on Language and Social interaction 42.3 (2009): 210-30.