Dos Equis: Cinco

Credits & Description:

Entrant: Euro RSCG New York, New York
Dos Equis - "Cinco"
Corporate Name of Client: Heineken USA - Dos Equis
Agency Account Directors: Katie Pearson/Katy Milmoe
Agency: Euro RSCG New York, New York
Chief Creative Officer: Lee Garfinkel
Executive Creative Directors: Steve Doppelt/Paul Bichler
Creative Director: Brian Platt
Associate Creative Directors: Carlos Fernandez/Paul Fix
Copywriters: Paul Fix/Louis Wittig
Executive Agency Producer: Dave Evans
Associate Producer: Matt Sausmer
Director of Integrated Production: Joe Guyt
Production Company: Euro RSCG New York, New York
Audio Engineer: Bret Fuchs (Outside)
Description of the Project
Beer advertisers often assume a fairly low degree of intelligence, but our research revealed that our target actually had a brain and was rather irked by the clichés and sophomoric humor employed by the category. They felt misrepresented, misunderstood. They wanted to be seen as interesting. Inspired by this insight, we created the Most Interesting Man in the World (MIM.) Instead of soothing drinkers with generic cues of masculinity, we used the sophisticated figure of the MIM, dashingly attired, and situated in exotic and intriguing locales, to imply that all drinkers could and should be living a more interesting life.