Most Interesting Men in the World?

Is the most interesting man in the world still as interesting if there is someone else just as interesting? Dos Equis has launched a campaign that introduces us to what we should view is "the most interesting man in the world". All the commercials present really outlandish and interesting things that are done by this unnamed man and at the end he drinks a Dos Equis. They obviously want to tie being interesting with that beer, which is a different angle. As a copywriter, I love this campaign. I think the writing is really funny. I think it is even smarter to try and something that is such a commodity such as beer by promoting the beer drinker not even the beer. Let's be real. Beer is beer, but different people drink different beer and I would like to think advertising has something to do with this.

On the super bowl, Cars.com launched a commercial introducing us to David Abernathy. All the commercials present really outlandish and interesting things that are done by David. Hmmm, it sounds a lot like Dos Equis. At the end, they show that even though David has been a prodigy his entire life, car buying is still a worry he has and he depends on Cars.com. The problem here is that I don't give a crap about David Abernathy. The Dos Equis guy is clearly more interesting and cooler. Secondly, there really is no link between David Abernathy and Cars.com. I felt like it's such a stretch to create a character in order to sell car-buying peace of mind.

This brings me to my next point. How valuable is it to create a character? I think it's a cop out to create a character unless it's done right. Creating a character is the easiest way to come up with creative because then you can just make that character do whatever you want. The truth is that people like characters. They emotionally connect to them...OR they hate them and thus hate your brand. As a creative, I find it limiting. If your character works out, now you are forced to write communication in that character voice for years to come.

I feel like Dos Equis is a good character, but David Abernathy is a fleeting message that will soon disappear. At least I hope so. I'll leave with with some more Dos Equis commercials about the man who is a lover not a fighter, but is also a fighter so don't try anything.

Pigsy In Space Music Video

This was for a D&AD Brief I did. The story is about an animal that can trust robots or humans. He is saved by a clear and pure being that has not yet been clouded by other ideas. Hope you enjoy it.

Got Milky Way?

This is really creative and effective. Props to BBDO.

Celebrity endorsements or gambles?

I was reading an article on Adage about brands that are starting to use timeless celebrities in their ads such as Elvis or Einstein because they won't have to worry about those people getting caught in legal turmoil. Of course this is in reference to the recent scandals with Michael Phelps' marijuana use and Chris Brown's boxing training. I mean domestic violence (sorry Rhianna). The truth is that why would an agency use so much money on a celebrity endorser? Look at the videos below with Phelps and Brown.





I mean seriously. Michael Phelps didn't make me want to learn a new language and Chris Brown didn't make me want to chew gum. He actually just made me want to dance. This following ad for Stride gum is much more effective at making me consider trying this gum brand.



As an advertising creative, I have to wonder how a writer or art director goes into an internal meeting and presents an idea with a celebrity. I have to wonder how someone would think that Chris Brown dancing with gum would be more effective than a good creative idea. As a matter of fact, it kind of defeats the purpose of our job. We are supposed to come up with creative ideas. Picking a celebrity to do your dirty work is such a cop out. I understand that celebrities are opinion leaders and they influence people but please pick your battles. The following is a commercial for State Farm starring Lebron James.



Someone tell me how the hell Lebron James is going to sell me car insurance. He can try and sell me Vitamin Water. I probably still won't be convinced, but car insurance? Throwing a celebrity into the mix doesn't guarantee you a homerun. Plus, it's way more out of the client's budget.

My point is let's be creative again. We wouldn't have to worry about our celebrity endorsers screwing up if we didn't use them at all because we actually had good ideas. Let's stop using actors and athletes as a crutch for our unoriginality. And will someone slap the shit out of Chris Brown. What the hell is he doing?