"I want to be that guy," says every man that views this spot for Dos Equis. In associating the brand with The Most Interesting Man in the World, Euro RSCG brilliantly positions Dos Equis with an aspirational appeal.
With a Bond-like feel, an translucent splash of humor, and a phenomenal title, this commercial takes the cake. In advertising alcohol, aspirational appeal is crucial (unless you're McCormick's or something then price is the key selling point), an aspect that is exemplified perfectly in this spot. Sure, you could highlight taste and other product attributes, however that's not going to evoke emotion from the consumer. People don't drink for taste, they drink for status, for appeal. They drink the drinks that they're "supposed" to drink, which is determined by the advertising and branding efforts of each brand. I'd say it's an effective advertisement, and it seems the people agree as this commercial received over 185,000 in the first week of June.
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