Dos Equis Introduces the “Most Interesting Runner in the World”

Hoping to reignite the spark that died a fiery death when its “Most Interesting Man in the World” campaign flamed out, Dos Equis rebrands with the “Most Interesting Runner in the World.”

The “double x” beer brand’s “Most Interesting” campaign was set ablaze when beloved star Jonathan Goldsmith was replaced with a younger chode whose face, image, and likeness effectively ruined the character. It was a clear (unsuccessful) attempt to appeal to a younger audience and reinvigorate its brand in the craft beer market— despite Goldsmith doing just that flawlessly for a decade straight.

In 2018, the “one x shy of xxx” brand mercifully put the rebooted initiative out of its misery after limping along for less than two years. Death threats from fans enraged over Goldsmith’s replacement nearly killed the brand itself.

The decision to choose a runner as the face of the new campaign is a questionable one — one that makes no sense, given runners notoriously have the worst taste in beer. It’s an obvious effort to rob some of the market share held at gunpoint by IPA elitist runners.

“He is…the Most Interesting Runner in the World”

As part of the activation, Dos Equis released a series of commercials featuring lines like:
 

• “Race hydration stations come to him when he races.”
  
  
• “He gets homeless people off the sidewalks — and onto the streets — to run with him.”
  
  
• “He’s the pacer for every pace group in the race, all at once.”
  
  
• “Racers that finish before he does, ask him for advice.”
  
  
• “His solo runs end as group runs.”
  
  
• “He serves simultaneously as a volunteer and a runner during the very same race.”
  
  
• “Marathon training feels burned out by him.”
  
  
• “He’s never run in the same pair of shoes twice.”
  
  
• “He carries energy gels to distribute to other racers on the course.”
  
  
• “Vehicles pull over to the side of the road when he’s running — as if he were an ambulance.”
  
  
• “He’s never told the same running story more than once.”
  
  
• “He’s never bragged about his running…or his anything.”
  
  
• “He not only runs with dogs, but also cats, hamsters, guinea pigs, turtles, lizards, fish in a bowl, and every other household pet.”
  
  
• “He also runs with wild animals including coyotes, deer, snakes, foxes, alligators, lions, tigers, and even bears — oh my!”
  
  
• “He races for fun, yet he’s PR’d every single race he’s ever done…and every single race he’ll ever do.”

The commercials conclude with a slightly updated version of the iconic closing line:

“I don’t always drink beer after a run, but when I do, I prefer Dos Equis.”

Whether runners flock to the Mexican Lager brand screaming “¡ay, caramba!” remains to be seen. But one thing’s for sure: this is a far cry from the original beloved campaign that was the pinnacle of commercial advertising.

“Stay thirsty, my friends.”