The commercial about The Most Interesting Man in the world is aimed at ordinary people who dream of having the same fantastic experience as the gray-haired man in it. It was a success because it no longer contained anonymous characters: a man who has lived an exciting life like many others says he likes Dos Equis beer. It was aimed to demonstrate the availability of flashy Hemingway-style events, an adventurer as adventurous as actor Jonathan Goldsmith. In addition, The Most Interesting Man dispels the myth that spectacular events are only available to some abstract individuals. On the contrary, the ad points out that every person, whether they are young and fleeing from a raging bear or whether they are already gray-haired and relaxing in a bar, is capable of living an unforgettable life. The ad is structured to show recreation and its value (“I drink Dos Equis”) through a series of constant thrills (“when I am not (X)”) (Videofxr, 2010). The commercial was successful because it made the audience feel as worthy of the adventure as the actor.
The commercial captures the audience’s attention with visually pleasing and exciting images accompanying the entire commercial. Each element of a person’s life in the commercial is strikingly colorful; it evokes many emotions in the viewer. Surprise, joy, and maybe even regret are among them, but they all make the viewers a little closer to the commercial. The intimacy with the viewer is perhaps a vital component of this advertisement because it draws them to the producer’s product. Although beer is not a product of necessity, one needs to drink on adventures and occasionally relax – a bottle of beer is great for that, which Goldsmith uses. The commercial appeals to its simplicity and the possibilities open to a man when he fills his life with exciting moments.
First and foremost are physiological needs: as previously mentioned, beer is not a staple food, but it is enjoyable and tasty. Many consumers use it to quench their thirst in the height of summer: the ads perfectly show that Dos Equis beer accomplishes this task. The need for escape is fulfilled with a succession of snapshots from the life of The Most Interesting Man. Each situation is quite exhausting, but he is relaxing on the couch with several girls and drinking beer while relaxing. The need to satisfy curiosity and experience new sensations is also well represented. Jumping into the sea from a great height is risky, but probably everyone would like to try such a thing (Videofxr, 2010). Going to the Amazon rainforest, learning the history of the local tribes and even being wounded are all unique experiences that arouse curiosity in the viewer.
Advertising probably also exploits the need for aesthetic experiences and sexual-romantic relationships. For example, aesthetics can be seen in the footage of monkeys: it is a beautiful film of nature that evokes emotion in the consumer and allows them to enjoy the moment (Videofxr, 2010). Moments push the viewer to the advertising sense of beauty: in the baths, forests, and sea. In addition, the last frame of the commercial is also aesthetic: the costume, the elegant glasses, and the beautiful girls create the mood. The need for a sexual-romantic relationship is not so obvious, but in the first seconds of the clip, you can see the girls on the shore eagerly waiting for the man to jump. He waves and smiles at them and only then dives into the sea: this element allows the viewer to feel the connection to the reality of what is happening in the commercial.
The physiological needs of beer are not basic, but it is a nice bonus. The appeal of using it for pleasure, for taste makes the viewer want to buy the product. Age is usually credible, and an interesting person has been through a lot, and their opinion is authoritative. The need or call to escape is realized by visualizing rest at the end. Everyone wants to take a break at any age, so the demonstration and normalization of rest make the viewer feel approached by the advertisement. He is more likely to want to take a vacation, enjoy the moment’s stability in a relaxing environment, and grab a beer to relax (Videofxr, 2010). The satisfaction of curiosity plays primarily on a person’s emotional involvement in the desire to experience risk and feel the adrenaline rush. Each shot triggers the desire to experience unfamiliar sensations and accompany them with a product such as beer.
The aesthetic and sexual-romantic relationship in advertising is ambiguous, but it still stimulates interest in the product. These appeal categories are demonstrated through patterns familiar to man: the attention of the female half of humanity, a visually pleasing picture to the eye. They cause a desire to fill one’s life with such events: the viewer sees that success can be achieved through exciting moments and sharing them with the help of beer. Probably the drink, in this case, is the binding component of the relationship, which will allow the viewer to establish a strong bond and enjoyable interpersonal experience.
Reference
Videofxr. (2010). Dos Equis commercial [Video]. YouTube, Web.