12 May 2010

The Most Interesting Ad Campaign in the World?

The actor is Jonathan Goldsmith.
The voice-over announcer is Will Lyman, best known for PBS's Frontline.
The client is Mexico's Cuauhtémoc Moctezuma Brewery.
The agency is Euro RSCG New York.
The beer, of course, is Dos Equis ("Double X").

I loved this campaign at first sight.  Its decidedly tongue-in-cheek tone. Its consistency.  Its attitude: so-funny-it's-cool.  Or vice versa.

And its litany of one-liners worthy of Stephen Wright.

Again, do you notice that the pictures and v/o are telling different stories at once?  See under 'O' for 'Old Jedi mind trick.' It's a technique that better engages the viewer.

Will this campaign burn out?  Probably. Certainly if they pound out too many spots too quickly.

For now, it's keeping a vast audience, including your humble servant, thirsty for more.

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