The Most Interesting Man in the World's EFFECTIVENESS

Jonathan Goldsmith's portrayal of the world's most interesting man is mostly effective as a campaign to sell Dos Equis beer. He comes off as clever, witty, humerous, and athletic, an icon among all idols. Knowing this, who would not want to drink the beer that this man does? However, this campaign has very little to do with the beer itself, which may give some customers doubt.

Goldsmith's character in this campaign as a prominent hispanic figure is convincing but ironic. Goldsmith was born in New York to two Jewish parents. For the common American his character seems to be a very positive and influential character. On the other hand, it is possible for the hispanic population to take this commercial offensively. Why not get a real hispanic icon to play the role? Why do we need some fictional and mystical character to play this part?

This campaign can be compared to the old Frito Bandito commercials. Frito Bandito was the sterotypical Meican with the large mustache and sombrero. His character had a negative connotation as he would steal the Fritos, which can easily be taken the wrong way. Was racism prevalent in these commercials? What about in the Dos Equis commercial? Goldsmith is a character on the opposite end of the scale of Frito Bandito. He is always surrounded by women and portrayed as the perfect man. He is a non-hispanic man playing that role.

In my opinion, in no way were the Dos Equis people trying to offend a specific population yet there are subtle hints of negativity. Perhaps they could have used a true hispanic icon and that would have solved this problem. Even with this situation, the advertisements are still effective because of the humor involved in them.