After an impressive and very interesting 10-year run, Jonathan Goldsmith is saying goodbye to his iconic Dos Equis ad character, the Most Interesting Man in the World—appearing in one final ad, which broke today, in which he makes a suitably grand exit.
The character, however, will live on—as the Heineken brand prepares to introduce a new Most Interesting Man later this year.
"From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character. We know 'The Most Interesting Man in the World' will continue to endure and grow, as the character's story is bigger than one individual," Andrew Katz, vp of marketing for Dos Equis, said in a statement.
He added: " 'Stay Thirsty' isn't just a tagline. It's a mindset Dos Equis embraces daily to connect with our consumer and inspire everything we do."
As for Goldsmith, 77, he gets one last parade past his numerous and varied admirers as he prepares for his most interesting trip yet—a mission to Mars. There's also one final amusing voiceover line, which we won't reveal here—as it's just better to hear for yourself.
The 60-second spot from Havas Worldwide launched Wednesday on YouTube and will air on TV just once—during Thursday's matchup between the Cleveland Cavaliers and Los Angeles Lakers on TNT. That game will see another kind of farewell—it's the last match-up between Kobe Bryant and LeBron James.
The final Goldsmith spot also comes with a special auction. In early April, the beer brand will give away the character's worldly possessions on DosEquis.com, including the tuxedo he wore to his final masquerade, his Spanish guitar and mariachi suit, and even the astronaut suit from his last visit to space, in 2010.
CREDITS
Client: Dos Equis
Agency: Havas Worldwide, New York
Chief Executive Officer: Andrew Benett
Chief Creative Officer of the Americas: Toygar Bazarkaya
Chief Creative Officer of North America: Jason Peterson
Group Executive Director, Managing Director: Jason Musante
Executive Creative Director: Jim Hord
Group Creative Directors: Keith Scott, Paul Johnson
Creative Director: Paul Fix
Associate Creative Directors: Matthew Hock, David Fredette
Global Chief Content Officer: Vin Farrell
Headd of Content, North America: Dave Evans, Sylvain Tron
Executive Producer: Jill Meschino
Junior Producer: Alex Zubak
Director of Broadcast Business Affairs: Cathy Pitegoff
Senior Broadcast Business Manager: Deborah Steeg
Senior Talent Specialist: Yvette Aponte
Junior Talent Specialist: Amber Canyon
Global Chief Revenue Officer, Global Chief Marketing Officer: Matt Weiss
Group Account Director, Co-Head of Account Management: Chris Budden
Account Director: Jamie Sundheim
Account Supervisor: Wendy Hu
Account Executive: Jenny Maughan
Chief Strategy Officer, North America: Tim Maleeny
Brand, Digital Strategy Director: Maggie Gross
Senior Strategist: Stacey Kawahata
Director of Social Marketing: Larry Lac
Social Strategist: Rachel Korenstein
Social Coordinator: Katie Campo
Production Company: @radical.media
Director: Steve Miller
Director of Photography: Bryan Newman
Executive Producer: Gregg Carlesimo
Producer: Barbara Benson
Editing Company: Arcade Edit
Editor: Jeff Ferruzzo
Executive Producer: Sila Soyer
Postproduction: The Mill
Chief Creative Officer, New York: Angus Kneale
Creative Director, Visual Effects Supervisor: Jeff Dates
2-D Lead: Michael Smith
3-D Lead: Tom Bardwell
Executive Producer: Verity Grantham
Producer: Clairellen Wallin
Colorist: Tom Poole, Company 3
Music: Beacon Street Music
Composers: Beacon Street Studios
Executive Producer: Adrea Lavezzoli
Sound Design: Yessian
Sound Designer: Weston Fonger
Executive Producer: Marlene Bartos
Audio: Sound Lounge
Partner, Mixer: Tom Jucarone
