'Most Interesting Man in the World' Goes to Mars in Dos Equis Ad

If you were the most interesting man in the world and you've already done everything, what's left to do? How about a visit to the Red Planet?

The folks behind Dos Equis beer are retiring its "most interesting man in the world" ad campaign with a literal bang — sending the character off on a fictional one-way Mars trip.

Perhaps catching a ride with Mars One, a company proposing one-way trips to the Red Planet, the familiar character is seen in a new commercial making a long walk to the rocket amid a crowd of admirers.

"His only regret is not knowing what regret feels like. He is the most interesting man in the world," the commercial's narrator says.

Motorcyclists and monks alike pay respect to the man, and he even receives a gift from someone in the crowd: a picture of the Earth. The man leaves the planet on board a rocket that resembles NASA's next-generation Space Launch System, sharing the advice, "Stay thirsty, my friends."

"Adios, amigo," is the send-off from a lone man in the crowd.

The blastoff concludes a nine-year-long ad campaign featuring Jonathan Goldsmith, 77. In the ads, he often traveled the world with beautiful women by his side. Dos Equis now plans for another character to take his place.

Since the ad campaign began, "culture has changed very dramatically," Andrew Katz, vice-president of marketing for Dos Equis, told USA Today. "Our millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft [beer]. We just want to make sure that the [most interesting man] story evolves."

Katz added that Dos Equis, owned by Heineken, has almost tripled its business since the campaign began. Also, the number of Dos Equis cases the Amsterdam company shipped between 2007 and 2015 grew by nearly 35 percent.

Follow Elizabeth Howell @howellspace, or Space.com @Spacedotcom. We're also on Facebook and Google+. Original article on Space.com.

Join our Space Forums to keep talking space on the latest missions, night sky and more! And if you have a news tip, correction or comment, let us know at: community@space.com.

Elizabeth Howell
Staff Writer, Spaceflight

Elizabeth Howell (she/her), Ph.D., is a staff writer in the spaceflight channel since 2022 covering diversity, education and gaming as well. She was contributing writer for Space.com for 10 years before joining full-time. Elizabeth's reporting includes multiple exclusives with the White House and Office of the Vice-President of the United States, an exclusive conversation with aspiring space tourist (and NSYNC bassist) Lance Bass, speaking several times with the International Space Station, witnessing five human spaceflight launches on two continents, flying parabolic, working inside a spacesuit, and participating in a simulated Mars mission. Her latest book, "Why Am I Taller?", is co-written with astronaut Dave Williams. Elizabeth holds a Ph.D. and M.Sc. in Space Studies from the University of North Dakota, a Bachelor of Journalism from Canada's Carleton University and a Bachelor of History from Canada's Athabasca University. Elizabeth is also a post-secondary instructor in communications and science at several institutions since 2015; her experience includes developing and teaching an astronomy course at Canada's Algonquin College (with Indigenous content as well) to more than 1,000 students since 2020. Elizabeth first got interested in space after watching the movie Apollo 13 in 1996, and still wants to be an astronaut someday. Mastodon: https://qoto.org/@howellspace