Most Interesting Man in the World, The

The nickname of the corporate spokesman for Dos Equis beer in a series of entertaining and pretentious print, radio and TV ads.

most-interesting-man-in-the-world-the-advertising-mascot-dos-equis-beer
The Most Interesting Man in the World (played by Jonathan Goldsmith, a Jewish guy from the Bronx) is portrayed as a (“James Bond meets Ernest Hemingway”) who travels the world searching for adventures, women, fine drink and food. As he says in the commercial, “I don’t always drink beer, but when I do I prefer Dos Equis.”

At the close of each commercial spot, TMIMITW looks into the camera and in an Latin accent says, “Stay thirsty, my friend.”

The intent of these tongue-in-cheek commercials was to make the viewer think: “Man, if ‘The Most Interesting Man in the World’ prefers Dos Equis from all the other brands on the planet, then it really must be something special.”

According to Euro RSCG ad firm, “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.”

Throughout the commercials, we see TMIMITW in action. Some shots are clear while others appear to be scenes from scratchy travelogue films. This exploits included such activities as:

  • Cliff-diving in Acapulco.
  • Splashing down in a space capsule.
  • Freeing a bear from a trap.
  • Leading a midnight hike through the jungle.
  • Playing a rousing game of jai alai.
  • Arm wrestling with bearded Cuban soldiers
  • Stitching up his own wounds in a foreign field hospital while the medical staff listen to him tell stories.
  • Bench pressing two Asian women at a wild party.
  • Swimming in hot springs with snow monkeys.
  • Leaping out of a hole in the ice with a fish in each hand (of course, he’s only wearing his long johns).

In each commercial, an announcer (the narrator of PBS’s Frontline} reveals unique facts about the TMIMITW, such as:

  • “His charm is so contagious, vaccines have been created for it.”
  • “Years ago, he built a city out of blocks. Today, over six-“hundred thousand people live and work there.
  • “He is the only man to ace a Rorschach test.”
  • “Every time he goes for a swim, dolphins appear.”
  • “Alien abductors have asked him…to probe THEM.”
  • “If he were to give you directions, you’d never get lost and you’d arrive at least five minutes early.”
  • “His legend precedes him, the way lightning precedes thunder.”
  • “His beard alone has experienced more than a lesser man’s entire body.”
  • “He wouldn’t be afraid to show his feminine side, if he had one.”
  • “His mother has a tattoo that reads: ‘Son’.”
  • “When he visits museums, he’s allowed to touch the art.”
  • “His blood smells like cologne.”
  • “Sharks have a week dedicated to him.”
  • “He once had an awkward moment, just to see how it feels.”
  • “The police often question him, just because they find him interesting.”
  • “Some say he found the fountain of youth, but didn’t drink because he wasn’t thirsty.”
  • ” He once challenged his own reflection to a staring contest. On the fourth day. He won.”
  • “If he were to punch you in the face, you would have to fight off the strong urge to thank him”
  • “He is the life of parties he never attended.”
  • “Bulls flat out refuse to fight him.”
  • “His business card simply says ‘I’ll call you.'”
  • “People hang on his every word, even the prepositions.”
  • “He’s been known to cure narcolepsy just by walking into a room.”
  • “His organ donation card also lists his beard.”
  • ” He’s a lover not a fighter – but he’s also a fighter, so don’t get any ideas.”
  • “He learned how to play Chinese checkers…in Japan.”
  • “He once warned a psychic.”
  • “He once taught a German Shepard how to bark in Russian.”
  • “He speaks fluent French, in Russian.”
  • “Even his enemy’s list him as their emergency contact.”
  • “He never say’s anything tastes like chicken…not even chicken.”
  • “His personality is so magnetic, he is unable to carry credit cards.”
  • “If he were to mail a letter without postage, it would still get there.”

Jonathan Goldsmith as 'The Most Interesting Man in the World' - Dos Equis
Jonathan Goldsmith as ‘The Most Interesting Man in the World’

Some of the ads featured the TMIMITW making short statements on particular topics, such as:

  • On Boring: “Being boring is a choice. Those mild salsas and pleated khakis don;t buy themselves.”
  • On Napkins: “If you’re tucking anything into your shirt, it better be your chest hair.”
  • On Happy Hour: “Happy Hour is the hour after everyone from Happy Hour has left.”
  • On Grooming: “Those who spend too much time shaving below the Adam’s apple have too much time.”
  • On Life: “It’s never too early to start beefing up your obituary.”
  • On Manscaping: “I have no idea what this is.”
  • On Wingmen: “It doesn’t take more than one person to talk to a woman.”
  • On the Two-Party System: “The after-party is the one you want to attend.”
  • On Rollerblading: “No.”
  • On Careers: “Find out what it is in life that you do not do well, and then don’t do that thing.”
  • On Drink Umbrellas: “Unless your drink is expecting rain, you should probably reconsider.”
  • On Lady Luck: “Be wary of a woman who only show up when you are winning.”
  • On Packages: “Fellows, leave the tight pants to the ladies. If I can count the coins in your pocket, you better use them to call a tailor.”
  • On Those Nuts: “See those nuts, They’re there to make us thirsty. Although I don’t like to be cohearsed, in this case, I shall make an exception.”

Note: Jonathan Goldsmith revealed that the inspiration for TMIMITW was his friend and sailing partner of actor Fernando Lamas who “was a charming, sophisticated raconteur, and one of the funniest, best storytellers I’ve ever met….as well as being was the greatest swordsman who ever lived in Hollywood.”

Fernando Lamas was also the inspiration for Billy Crystal’s SATURDAY NIGHT LIVE character Fernando, a suave, vain Latino host of the TV talk show “Fernando’s Hideaway” whose catchphrases included “You look, mahvelous!” and “I would rather look good that feel good.”

Prior to his gig as TMIMITW, Goldsmith appeared in small roles on TV dramas like BONANZA” “MANNIX, GUNSMOKE, HAWAII FIVE-O, THE ROCKFORD FILES, to name a few (where he often played the guy who got killed). In the movie “The Shootist” (1976) he was a victim (uncredited) of a gunshot delivered by J.B. Books, a dying gunfighter (played by John Wayne).

According to a 2011 interview with THE NEW YORKER, Goldsmith once rescued a stranded climber on Mt. Whitney, saved a drowning girl in Malibu, sailed the high seas, become a waterless-car-wash entrepreneur and successful network marketeer. These successful endeavors allowed him to earn enough money to buy homes in the Sierras and Vermont and live the good life surrounded by a library of books on philosophy. When asked why the campaign was such a hit, he remarked “I think the campaign is so successful, because every man, including me, would like to be like him.”

The Euro RSCG Worldwide TMIMITW campaign went national in 2009, although they were seen in Canada in 2008 and in some regional markets in the USA since 2006. The ad campaign with Jonathan Goldsmith as TMIMITW was canceled in 2016. He was replaced by 41-year-old French actor Augustin Legrand.

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About

Born in Philadelphia, Jerome Alphonse Holst worked 30 years as a librarian. He has since retired and lives in Greensboro, North Carolina. Mr. Holst is also the author of the children’s books “Norman the Troll,” "Norman the Troll and the Haunted House," and "Gretchen and the Gremlins." In addition, he penned the fantasy novel “The Adventures of Glinda Gale,” a retelling of “The Wizard of Oz" and the reference text “The Encyclopedia of Movie and TV Insults.” .

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