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College Football Advertising

Dos Equis drafts Steve Spurrier and Les Miles for ‘Interesante’ college football campaign


By Kyle O'Brien, Creative Works Editor

August 29, 2018 | 3 min read

Dos Equis, the official beer sponsor of the College Football Playoff is sticking with its off-kilter ‘Keep It Interesante’ slant on a set of new television spots featuring college coaching legends Les Miles and Steve Spurrier.

Head Beer Coach Steve Spurrier

Head Beer Coach Steve Spurrier for Dos Equis

The ads are the latest in the campaign launched this past spring to give drinkers permission to embellish their stories to make for a more entertaining time out.

The campaign kicks off with a ridiculous, Dos Equis-inspired halftime speech that supposedly led to the greatest comeback in football history, in ‘interesente’ fashion. We see a coach in front of his team reading the fine print from the Dos Equis bottle. As he recites the importer, the bar code number and then the Dos Equis website with rising volume and intensity, the team gets pumped up to go out and win one for, well, the beer.

Dos Equis enlisted actual coaches Miles and Spurrier to show the world how Dos Equis shaped every aspect of college football, with no help whatsoever, in a series of tall tales. The campaign, created in collaboration with Droga5, finds the coaching legends in ‘interesante’ twists to the real game. ‘Head Beer Coach’ Spurrier is carried off the field wearing his famous visor, now enhanced with a bottle opener as his team chants that he is, in fact, the “head beer coach.” Miles, a noted grass chewer, supervises the watering of the turf with Dos Equis, the only beer used to water every college football field, allegedly. As he assesses the taste of his field’s turf, we see a groundskeeper spraying what appears to be beer from a giant Dos Equis can, and Miles calls him over to soak certain spots. When nobody is looking, the coach takes a slurp from the hose.

The ads consist of a series of 15-, 30- and 60-second spots, which will begin airing on TV and online starting August 30. The campaign will be supported by out of home, special in-bar signage plus gameday events and a specially designed, pigskin-textured can. Dos Equis is also running a season-long promotion in bars across the country that gives consumers 16 chances – one per week – to win tickets to the College Football Playoff National Championship by snapping a picture of a Dos Equis bottle or can and texting the results.

See the spots by clicking on the Creative Works box below.

Dos Equis: advert-body-2 by Droga5

By Dos Equis

Overall Rating 5/5

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