https://www.youtube.com/watch?v=oP0DaZBmwQI

I found this Dos Equis commerical very interesting- and also amusing to say the least. The commercial has the ever recurring “Most Interesting Man in the World” appearing in it, a staple of Dos Equis commercials. Commercials featuring him ran for 12 years between 2006-2018. Clearly, it was an effective ad campaign if they kept the same style of commercial running for 12 years. The continuing presence of him in these commercials alone proves that he wasn’t just successful, but that he was popular with viewers as well.

When you think about it, who is the target audience of beer commercials? If you said younger men, you’d be right. All of the Most Interesting man commercials are very clearly aiming towards younger men- this commercial is no exception. This commercial features a man jumping off a high cliff to impress women, and being very macho while recovering from injuries and swimming with monkeys. The whole time the narrator is saying things like “He is the life of parties he never attended” and “Sharks have a week about him”. Clearly, if you drink Dos Equis you will be as macho, sexy, and cool as the most interesting man in the world. In fact, you will be the most interesting man in the world- as the ad ends with “I don’t normally drink beer, but when I do I drink Dos Equis”. Dos Equis knows that this will get in the heads of younger men watching the commercial, to great success. It is an equivocation fallacy, but it is nonetheless effective. It is trying to seduce you with sex and alcohol to make you seem like a greek god, a sex object, but that is exactly what many young men want to be.

The commercial may be macho, relying on predisposed toxic masculinity to be effective; but given the length and success of the ad campaign, who can blame them?