Dos Equis Is Retiring ‘The Most Interesting Man In The World’

Senior Pop Culture Editor
03.09.16 7 Comments

The Most Interesting Man in the World is being sent out of this world.

Jonathan Goldsmith is currently involved in a lawsuit with his former talent agency, which claims the Dos Equis spokesperson owes unpaid commissions. “The actor,” according to the Hollywood Reporter, “has not paid his former agent 10 percent of his nearly $1 million-per-year work for Dos Equis.” Goldsmith has filed a cross-complaint, but in possibly related news, Dos Equis has decided to part with The Most Interesting Man in the World. He’s being sent on a one-way trip to space, Poochie-style, in his final commercial.

Beer drinkers like to imagine the most impossibly smooth drunken versions of themselves, even when they’re face down in a puddle of god-knows-what, so it’s no wonder sales of Dos Equis have tripled since the Most Interesting campaign was launched in 2006. But while Goldsmith might be gone, his meme-inspiring character will be here for years to come.

Though the specific character played in TV ads by veteran actor Jonathan Goldsmith, 77, won’t be back, another equally interesting and likely younger man will take his place, Katz says. Dos Equis plans to revamp the popular commercials in order to keep their edge for a new generation of customers.

“Culture has changed very dramatically” since the commercials debuted, Katz says. “Our Millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft (beer). We just want to make sure that the (Most Interesting Man) story evolves.” (Via)

The minute-long ad will premiere on March 10, during a Los Angeles Lakers vs. Cleveland Cavaliers game, at which point Nick Offerman will hire Goldsmith to shine his shoes. A life-long dream, fulfilled.

(Via the Hollywood Reporter and USA Today)

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