Dos Equis Launches ‘Interesting’ Job Search
As part of an integrated ad campaign, Heineken beer brand Dos Equis is launching a promotion using TV, print, radio, digital and out-of-home ads to find a new personal assistant for its spokesman, the self-styled “Most Interesting Man in the World.”
According to the back story, Dos Equis’ cool, but nameless spokesman needs a new secretary after losing his former assistant Steve was killed in a tragic archery accident, supposedly in the line of duty. As a result, this bearded epitome of style—whose tagline is “Stay thirsty, my friends”—must conduct a nationwide search for a new helper.
“Dos Equis prides itself on being the most interesting beer on the market today,” said Brand Director Lisa Pfenning in a statement. “Now we are looking to find an individual who brings to life that ‘interesting’ quality that Dos Equis and the Most Interesting Man in the World embody.”
The Dos Equis campaign will center on a microsite, StayThirstyMyFriends.com/jobs, where visitors can learn more about the World’s Most Interesting Man and apply for the job opening. Questions at the site include what animal carcasses make a good temporary shelter and the proper reward for pulling a Nigerian prince out of quicksand.
Other features include multi-level skill tests of applicants’ memory, patience and strength. Visitors get to prove the last by arm-wrestling against Mao Tse-Tung, Winston Churchill, Joseph Stalin or the Most Interesting Man himself. They can also see a record of their own past scores against these leaders or follow a leader board of overall best scores.
The national campaign kicks off today, National Administrative Professionals Day, with a campaign to offer some “complimentary, unique and most interesting personal services” to chapter members of the Association of Celebrity Personal Assistants.
A panel of “truly interesting” judges will whittle the list of job applicants down to 10 finalists and post their resumes. Web visitors will then vote on the winning candidate. The job-search portion of the campaign is expected to last a year.
On April 24, the brand will mount a New Orleans-style funeral procession for the late Steve on 6th Street in Austin, TX. That will then become an evening celebration at a gala hosted by Carmen Electra.
Agency Euro RSCG New York generated seven new TV spots, three new radio ads and accompanying print and online creative for the campaign. The ads focus on the Most Interesting Man’s advice for interesting living, including the tip that “It’s never too early to start beefing up your obituary.”
Dos Equis has been featuring the Most Interesting Man in its advertising since 2007.
