Dos Equis: Going Dutch

Credits & Description:

Entrant: Euro RSCG New York, New York
Dos Equis - "Going Dutch"
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
Creative Directors: David Weinstock/Andy Currie/ Steve Doppelt/Paul Bichler
Copywriters: Jasun Huber/Robert Cuff/Louis Wittig/ Dan Giachetti/Sam Higgins/Mike Ludwig/ Lee Garfinkel
Art Directors: Jon Vall/Andrew Walko/John Clement/ Rocky Pina/Carter Storozynski
Production Company: @radical.media
Director: Steve Miller
Executive Producers: Gregg Carlesimo/Dave Evans
Producer: Barbara Benson
Associate Producer: Matt Sausmer
Director of Integrated Production: Joe Guy
Director of Photography: Eric Schmidt
Editing Facility: Outside Edit + Design
Editor: Jeff Ferruzzo
Description of the Project
Much like a bar, the beer category is crowded, noisy and chaotic. When it comes to attracting 21+ males it can be difficult be heard.
Looking at the broad swathe of beer commercials, it becomes apparent that many advertisers believe that images of buxom ladies, tailgating and frothy glasses are the best way to sell. Even premium brands assume a fairly low degree of intelligence. Our research revealed that our target did actually have a brain and was rather irked by the clichés and sophomoric humor employed by much of the category. They felt misrepresented, misunderstood. Probing further, we discovered an important truth: what these guys wanted more than anything was to be seen as interesting. We sniffed an opportunity.
Inspired by this insight, Dos Equis turned the category conventions on their heads. In place of Joe Drinker with an easily relatable lifestyle, we created the Most Interesting Man in the World (MIM), dashingly attired in Hemingway-style suits, situated in highly exotic and intriguing locales. Rather than soothing drinkers with familiar and generic cues of masculinity, Dos Equis used the sophisticated figure of the MM to imply that all their drinkers could and should be living a more interesting life