Dos Equis is on the hunt for college football’s ‘Most Interesting Fan’
The fate of Dos Equis’ iconic ‘Most Interesting Man in the World’ character is up in the air now that Droga5 has taken over creative reins from longtime agency Havas, but the frontman seems to be safe for now: he’s currently starring in the Heineken-owned brand’s latest campaign to promote its status as the official beer sponsor of the College Football Playoff.
The campaign marks the launch of the brand’s ‘Seach for The Most Interesting Fan’ effort. Throughout football season, Dos Equis will be encouraging college football fanatics to use the hashtag ‘#MostInterestingFanSearch’ to show why they’re the most interesting fan. The winner will not only win roundtrip travel for two to attend next year’s College Football Playoff National Championship in Atlanta, Georgia, but will also be “immortalized in the College Football Hall of Fame with a life-sized statue.”
The spots feature Augustin Legrand, who replaced Jonathan Goldsmith as the ‘Most Interesting Man in the World’ last year, chiseling away at a statue while actor Rob Riggle tries to prove why he’s most deserving of the accolade.
In the ads, Riggle tells Legrand that he proposed to his wife using a giant foam finger and that he considers face paint to be “business casual” in hopes of convincing Legrand to model the statue after him.
Although Droga5 is now the creative agency of record for Dos Equis, the agency’s first work for the brand isn’t expected to break until 2018, which explains why Omnicom’s Red Urban created the College Football Playoff campaign for Dos Equis. Heineken USA named Red Urban, which has offices in New York, Toronto and Amsterdam, its leading social and digital agency earlier this year.