Smart. Funny. Really well produced.
In today’s over-produced, frat-boy beer commercial world, isn’t it nice to see a standout every once in a while?  Dos XX is certainly the current model for breaking the mold and trying something different, like being smart.  Like ‘em or hate ‘em (seems to be the trend), the Dos XX broadcast spots are as refreshing as the product on a hot summer day in Cabo.  From superb creative concept work all the way through painstakingly detailed production, the story of “The Most Interesting Man in the World” is remarkable.  And the timing,  I can’t help but believe, is purposeful seeing the continued slide of Corona sales from a brand who has lost their way.  Can Dos XX unseat Corona?  That remains to be seen, but they’re certainly well on their way to garnering a huge portion of their share of voice.

So what makes this campaign so great?  I think it’s twofold – One, a great concept executed with impeccable attention to detail and two is having a client who’s ready to take a creative risk and put their trust in their agency partners.  How can I tell they trusted the agency?  Do you think for a minute that Anheuser Busch would have allowed the only line The Most Interesting Man in the World to say is, “I don’t always drink beer, but when I do, I prefer Dos XX”?  Are you kidding?  The Bud Boys would have insisted that what makes him the most interesting man in the world is that beer is ALL he drinks and not just any beer, Budweiser Beer!  No, instead the brand team continued their attention to detail by arguing that because he is who he is, he follows no rules and does the unexpected, but when he determines it’s time for a beer, he doesn’t insist it’s Dos XX nor does he always drink Dos XX, he “prefers” it.  So strong, so strong.

As professional storytellers, we so rarely get the opportunity to really practice our craft in an unfettered manner; so many times a great story gets watered down with mandatory product claims and creative influence from the voting client team.  But with these spots, the team doesn’t get to tell just one exceptional story per spot, but rather several as each vignette is a different story all in itself.  The vignette with our guy motoring a dory – presumably out to his or someone’s mega yacht – places him a the tiller with 4 or 5 beautiful women aboard, but they’re not just a gaggle of hotties, they’re all wearing beauty competition sashes. There’s a story in there.  A group of dinner guests and our guy are carefully making their way down a craggily rock path at night with their way being lit by a torch-bearing man in a full military formal outfit and a nervous fez-wearing Indian fellow in a suit.  What the?  All the while the VO covers all those great, well written lines that provide the credentials for The Most Interesting Man in the World.  “His reputation is expanding faster than the universe.”  “He’s against cruelty to animals, but he isn’t afraid to issue a stern warning.”  “Whatever side of the tracks he is on is the right side. If he were to move to the other, it would still be the right side.”  “He’s one the same lifetime achievement award twice.” And on and on.  Combine all this with some non-trendy effects – mainly the grainy old film quality mixed with black & white and  color – and it comes together as truly intriguing, much like our hero.

Stay thirsty my friends.  Thirsty for great creative.