Deconstruction of an Ad for Dos Equis Beer

This past week I have had the opportunity to dissect and analyze 'THE most INTERESTING MAN in the WORLD', a marketing campaign for Dos Equis Beer which I found out is not a Mexican import, but a product of the Heineken Beer Company based in Amsterdam.

The ads have been extremely successful and have appeared in various media since 2005. The ads are all sexy, and based on this one man being THE most INTERESTING MAN in the WORLD.  THE most INTERESTING MAN in the WORLD puts all other men to shame, and makes women want to swoon as they hang on his every word.  THE most INTERESTING MAN in the WORLD has adventures with wild animals, extreme sportsmanship, communing with pygmies and all sorts of unusual experiences that no normal man could ever expect to achieve.  THE most INTERESTING MAN in the WORLD has a great sense of humor and knows how to wield sarcasm like a sword.

According to an article by Schultz, How This Man Made Dos Equis a Most Interesting Marketing Story, "Dos Equis, once a low-profile brand sold mostly in Texas and California, has become the country's sixth-largest imported beer. The surge is largely attributable to the James Bond-meets-Ernest Hemingway character Mr. Goldsmith plays, who is so revered that, as one ad says, 'if he were to pat you on your back, you would list it on your resume'" (2012). The unique perspective of the campaign is that "young men would not see him as a threat or as a reminder of accomplishments they hadn't achieved yet" (Schultz, 2012). The ads also seem to target older men who seek sophisticated spokesman for their beer ads.

Basically, I analyzed, or deconstructed the ads by making observations, determining the purpose of the ads, the assumptions made by the ads and the possible consequences of the messages being sent by the ads (Media Ed, 2005). Sexual stereotypes are not abandoned, and the ads send the message that if you do (this) then (that) will happen.  Drinking Dos Equis beer will bring you young, sexy women, rich experiences, deep knowledge and wisdom, a great sense of humor and the title of THE most INTERESTING MAN in the WORLD, What man wouldn't want that?

Reference

Euro Rscg. (2007, December). Dos Equis Beer: "Being boring" Print Ad by Euro Rscg Worldwide-new York. Retrieved from http://www.coloribus.com/adsarchive/prints/dos-equis-beer-being-boring-11012305/

Media Education Foundation (2005). DECONSTRUCTING AN ALCOHOL ADVERTISEMENT. Retrieved from http://www.mediaed.org/Handouts/DeconstructingAnAlcoholAd.pdf

Schultz, E. (2012, March 5). The Story Behind Dos Equis' Most Interesting Man in the World | Behind The Work - Advertising Age. Retrieved from http://adage.com/article/behind-the-work/story-dos-equis-interesting-man-world/233112/