Who Is The Most Interesting Man in the World?


(Marketingmagazine.com.my) – When posed with that question, right now there could be a few characters who could vie for that spot.

People like Donald Trump, the US Presidential candidate who wants to build a wall to keep out Mexicans and not granting entry to Muslims from around the world.

Actually he would fit into the role of the Most Dangerous Man In The World.

The Most Interesting Man in the World is an advertising campaign for the Dos Equis brand of beer, produced by the marketing firm Euro RSCG for Cuauhtémoc Moctezuma Brewery.

The ads feature Jonathan Goldsmith as “the world’s most interesting man” who has stated that his friend, actor Fernando Lamas, was an inspiration in creating the character.

The advertisements first began appearing in the United States in 2006 and have since then become a popular Internet meme.

In March 2016, Dos Equis announced Goldsmith’s retirement from the role, with a commercial sending him on a one-way journey to Mars amid much acclaim, and the narration: “His only regret is not knowing what regret feels like”.

The advertisements feature a bearded, debonair gentleman, roughly in his 70s, portrayed by actor Goldsmith, They also feature a montage (mostly in black and white) of daring exploits involving “the most interesting man” when he was younger.

The precise settings are never revealed, but he performs feats such as: freeing an angry bear from a painful-looking bear trap; shooting a pool trick shot by shooting the cue ball out of the mouth of a man lying on the pool table

At the end of the advertisement, the most interesting man, usually shown sitting in a night club or other social setting surrounded by several beautiful young women, says, “I don’t always drink beer. But when I do, I prefer Dos Equis”. Each commercial ends with him stating the signature sign-off: “Stay thirsty, my friends.”

The agency’s rationale for the brand strategy was defined as: “He is a man rich in stories and experiences, much the way the audience hopes to be in the future.

Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly.”

Enter the prestigious APPIES Malaysia Marketing Awards today!

Known as the ‘TED for Marketing’, campaign entries are presented by their brand marketers or campaign creators in an interactive format comprising of a 4-minute creative reel summarising the overall marketing campaign, followed by a 6-minute oral presentation highlighting significant aspects of the campaign, and finally a Q&A with the audience.

Entrant campaigns must have run between 1 January 2015 and 29 February 2016 in any of these categories:

1. Consumer Durables

2. Consumer Services

3. Food and Beverage

4. Non-food FMCG

5. Business Services

6. Government, Cultural, Social and Environmental campaigns.

Top brands including P&G, Mondelez International, Coca-Cola, Google, IKEA, IBM,
Unilever, Amazon, Shangri-La Hotels & Resorts and Asia Pacific Breweries have
all won at the APPIES over the years. Will your Brand or Agency be next?

Download details and your Entry Kit here:

Closing Date: 31 March, 2016

All entries are to be submitted to [email protected] via file transfer protocol.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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