Dos Equis' "Most Interesting Man in the World" Is Retiring to Mars

It's adios to Dos Equis' "The Most Interesting Man in the World".

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Complex Original

Image via Complex Original

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Even without a name devoted to beer like Matthew McConaughey's nephew Miller Lyte or the teen named Bud Weisser who fulfilled his prophesy by trespassing at a Budweiser brewery the "Most Interesting Man in the World" would go on to be Dos Equis' spokesman for nine years. The spokesman, who even became a meme thanks to Mexican beer's ads, will no longer be a Dos Equis spokesman. 

Deadline reports the The Most Interesting Man in the World is now going to be the Most Interesting on Mars, at least for his last Dos Equis commercial. 77-year-old Jonathan Goldsmith has become synonymous with Dos Equis—even if audiences don't know him by name. The long-running ad campaign has mythologized the mysterious "Most Interesting Man" in the way Chuck Norris used to be mythologized in what would seem like ages ago. Remember all those Chuck Norris "facts" the likes of: "Chuck Norris doesn't do push ups, he pushes the world dow"?   

The Most Interesting Man in the World, one of the few to encourage people's last ad airing tomorrow sees him shipping off on a one-way trip to Mars. For the commercial Dos Equis writes, "If mankind is going to make contact with intelligent life, sending him is the least we can do." Before he embarks on his final voyage a marching band plays him out and an airplane show ensues. A large crowd is gathered to see him off at the shuttle launch showing the Most Interesting Man is revered by people from all walks of life including bikers, monks, prisoners, and the bear from The Revenant?

"…His only regret is that he has no regrets," the commercial's narrator says, only growing the Most Interesting Man's legend. 

Andrew Katz, VP Marketing for Dos Equis, said the campaign isn't ending but is evolving. Katz said, "From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character.  We know 'The Most Interesting Man in the World' will continue to endure and grow, as the character's story is bigger than one individual."

Dos Equis will be introducing a new spokesman later this year.

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