Analysis of The Most Interesting Man in the World Ad - Case Study Example

The Most Interesting Man in the World The Most Interesting Man in the World is a popular advertisement campaign that is most intriguing. This advert has the ability to connect at a global perspective with all beer lovers in the world. The advertisement, which was produced in early 2006 by Cuauhtémoc Moctezuma Brewery (producers of Dos Equis) and Universal Studios, was clearly a masterpiece that shows how an advert can have significant influence on people’s lives with many U.S. This advertisement involves explanations of Jonathan Goldsmith uniqueness as a man with very bold and unreal abilities to which he attributes the Dos Equis beer brand at the end of the commercial. The main actor Mr. Goldsmith is an old man in his 70s who has a good record of accomplishment as an actor, but has never been a star. He is a Russian Jew who lives in New York and is likely to have experienced a lot in his youth. After desperately trying out in the Hollywood acting business, he lost hope and ventured into logging and washing cars. He to have joined acting after being dismissed from New York University due to violation of university regulation of organizing and engaging in illegal parties as well as having relationships with some of his lecturers. His psychiatrist who encouraged him to study theatre works at the New Yolk Living Theatre then introduced him to acting. For a person who had convinced himself as an under achiever, Mr. Goldsmith was proud to receive an applause during his first scene which marked the humble start of a long acting career that provided him with lead roles in popular Western television series “Gunsmoke”, in which he made 16 appearances. He has also appeared on other television series such as "Hawaii Five-O" "Dallas" "Knight Rider" and "Bonanza,” as well as in the movie "The Shootist” in the 1960s, "70s and "80s. The role of being the most interesting man was awarded to him while he was playing a supportive role for the Heineken adverts. This campaign of The Most Interesting Man was conceived with the objective of going beyond the traditional assumption of Mexican beer, and ultimately breaks the beer advertisement norm (Pruett, 2010). As a result, the brand had to look for a mature, experienced and not easily recognizable lead. Rather than taking a young actor, the brand would prefer an older protagonist and create an advertisement based on the logic that the actor creates a reflection in which both old and young men need to become and aspire to achieve. Moreover, the actor needs to have interesting abilities and attribute that drinkers admire in order for them to be considered fascinating by their acquaintances. As a result the brand would create a character Fernando Lamas an old experienced sailor who is every man’s fantasy. Style On one of the series of The Most Interesting Man shows several flashbacks in which he experiences death defying moments that spans period 1960 to 1990 (Schultz, 2012). In some scenes, he parachutes out of an airplane into the boat, as well as skidding down a fifteen-foot high wooden building. In other scenes, he is observed as relaxed in expensive sport cars, beautiful women and international models as well as enjoying the view of exotic locations. Interestingly, other scenes feature him giving important advice on social topics such as dating in which he is observed to be compassionate on the need for appropriate dating period. He is every man’s fantasy and acquires worldly charisma with his old-age elegance, and confidence that contrasts the modern day people (Carr 2010). This is magnified by his ability to have close relationship with poor and minority groups (such as Pygmies and African tribesmen) and other past illusions, despite him appearing as a very rich man. Moreover, the advertisement has a male narrator who describes one-liners that are filled with sharp contrast for instance, "Hes won trophies for his game face alone." and “He runs against the bulls.” In spite of this, the character’s skills are hypothetical, controversial but not ultimately practically impossible (Carr 2010). However, humorous they are, the laughter is not cliché nor sophomoric as observed in other beer advertisements. Efficiency The Most Interesting Man advertisement campaign has had significant impact on total sales. This has been achieved by successful campaign of the Dos Equis beer, which has gained significant momentum over the past years (Lunau, 2009). The company has gained over 15.4 percent of all shipments and achieved over 2.7 percent average growth of top imports in the United States. This is in sharp contrast to the beer sales of Heineken lager whose sales and shipments have dropped due to customer dissatisfaction since most beer consumers wish to see Mr. Goldsmith advertising all beer brands, to which the Heineken advertising department has turned down his offer in order to prevent the character from overshadowing their brand (Lunau, 2009). In future, Dos Equis is expected to improve sales with the introduction of Lee Garfinkel joining the advertising crew together with his creative writing team in which the organization will develop over 400 punch lines for the Most Interesting Man advertisement campaign. In spite of the successful advertisement, The Most Interesting Man campaign has also experienced sharp criticism from lobby groups and consumers. The "Approach women like you would wild animals, with caution and a soothing voice," billboard faced heavy critics from women and gender activists and had to be pulled down, as it was insensitive to the gender roles of women in the society (Lunau, 2009). In addition, several individuals have faced serious injuries while attempting to perform similar stunts like ski jumping. Comparison to the Share Coke advertisement The campaign strategy of The Most Interesting Man campaign compares to that of Share Coke advertisement campaign in that both strategies have had a global appearance (Lucy, 2013). Moreover, they have contributed significantly to increased sales of products at local and global scale. However, while the Share Coke advertisement campaign involves use of technology to provide consumers with a platform to buy and consume coke soda that has their name on it as well as enabling consumers to buy virtual bottles to share with their loved ones, the Most Interesting Man campaign applies technology to create stunts for the advert. Though both advertisement campaigns create deeper connection between individuals of different social economic backgrounds, at local and global scale, they ultimately fail to address critical issues facing the society such as crime, unemployment, poverty eradication and corruption. Interestingly, while the Share a Coke campaign provides a global platform for sales, while the Most Interesting Man campaign only limits itself to sales within United States and is therefore uncompetitive (Lucy, 2013). Conclusion The Most Interesting Man campaign is undeniably a unique advertisement that is based on a fictional character that has been created by the Cuauhtémoc Moctezuma Brewery advertisement department and the (producers of Dos Equis) and Universal Studios. The man is a person of great attributes derived from James Bond analogies and the death defying and courageous adventures and experiences. The actor of the role of the man is Jonathan Goldsmith a 72-year-old actor. The product has actually faced several criticisms from consumers and lobby groups alike. However, the advertisement campaign has contributed over 30 percent increase in sales of the product alone. With the introduction of more skilled creative writers for the Most Interesting Man campaign punch lines further increase in sales and market share is expected as other competitors continue to loose market dominion. The advert has acquired global recognition and acceptance by different social and regional groups and this creates a perfect opportunity for Dos Equis to spread operation to global level. Works Cited Carr, Austin. “Why The Most Interesting Man in the World Moves More Units Than Old Spice Guy.” Fast Company magazine. 27 July 2010. Web 22 Jan 2015. < http://www.fastcompany.com/1674547/why-most-interesting-man-world-moves-more-units-old-spice-guy > Lucy, Fisher. "Debranding: why Coca-Colas decision to drop its name worked". The Guardian. N.P. 6 August 2013. Web 22 Jan 2015. < http://www.theguardian.com/media-network/media-network-blog/2013/aug/06/coke-debranding-name-dropping > Lunau, Kate. “King of beer sales, amigo.” Macleans. Pruett, Francis. “The Most Interesting Beer Campaign in The World?” Barmanguide.com. Web 22 Jan 2015. < http://barmanguide.com/drink-cool/29-beer-thoughts/260-the-most-interesting-beer-campaign-in-the-world.html> Schultz, E.J. “How This Man Made Dos Equis a Most Interesting Marketing Story Advertising Age.” Advertising Age. AdAge, 5 March 2012. Web 22 Jan 2015. < http://adage.com/article/behind-the-work/story-dos-equis-interesting-man-world/233112/> Read More