TOW 25

One of the longest lasting ad campaigns is the Dos Equis most interesting man campaign.  These commercials contain an older man, who is identical the punchline of the commercials' jokes.  A lot of the jokes are similar to Chuck Norris or The Stig jokes.  These jokes are often things that are ironic and masculine at the same time and try to make the "most interesting man" a figure wanted to be replicated. After this they use his classic catchphrase "I don't normally drink beer but when I do I drink dos equis," as a way of bolstering the companies appearence.  These commercials utilize a couple of strategies to effectively get their point across.  The first if these is humor.  The commercials issually start with a joke something like "He once had an awkward moment just to see how it feels."  These jokes do two things. First off they're interesting to the watcher and keep them engaged and entertained.  This means that they get their point across better and also keep the watcher thinking about their product.  Second off this increases the ethos of the worlds mos interesting man by making him sound more manly and more like the type of person men (the main drinkers of beer) would like to mimick.  The commercial tries to target a highly male audience yo make them feel as if manly people are drinking dos Equis and hope that they will take the Jim and believe that drinking dos Equis would make them seem and feel more masquline.  That connection is used because of the strength of male pride.  Men like to feel manly and beer and manliness oh hand in hand, so making beer seem manly would be an effective tactic, which it has proven to e as dos dos equis's sales have risen even when most beer companies have fell.