XX Advertainment

According to Stuart Elliott of The New York Times, Dos Equis beer will present a reality series on the Mojo HD cable network that will chronicle the search for an assistant to a character who is featured in the brand’s advertising campaign, a person of wealth and taste known as the Most Interesting Man in the World.
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The Dos Equis series, called “MIA: Most Interesting Assistant,” is to run for five consecutive weeks on Mojo HD, starting in late August or early September. Those interested in being considered for the real job of being the assistant to an imaginary character can fill out an application at “Stay thirsty, my friends.”
A decision was made to orient the series so that “we’re using the Most Interesting Man in the World to reach our consumer,” Kheri Holland Tillman, vice president for marketing for the Dos Equis said, “as opposed to the brand itself.”
“If there’s a Dos Equis in every shot, no one will be happy,” Emilio Nunez, vice president for programming at Mojo HD, said.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.