Dos Equis exiles Most Interesting Man in the World to Mars

Technically Incorrect: Beloved by some, less beloved by others, the iconic ad character is being dismissed from this planet, never to return.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


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Will he be the Most Interesting Man on Mars?

Dos Equis/YouTube screenshot by Chris Matyszczyk/CNET

What else was he going to do?

It seemed that, after 10 years on our screens, there was nothing he hadn't tried, nothing more he could be blase about.

As SpaceX boss Elon Musk knows, Mars might be the only excitement left for humanity.

And so it is that the Most Interesting Man in the World, the icon of Dos Equis advertising since 2006, has been given a one-way ticket to the red planet.

The final ad in the beer maker's series featuring now 77-year-old Jonathan Goldsmith was released Wednesday. It shows his eminence walking through a throng representing the whole world.

Everyone is there to see him off, knowing that he will never return.

What will he do on Mars? Will he, like Matt Damon before him, show great human ingenuity? Or will he commune with Martians and astound them all by speaking their native tongue and sprouting green antennae from his head?

He will apparently arrive well ahead of the Mars One colonists, who likewise will have their own one-way tickets. Yes, the appeal of Mars is so strong for earthbound humans that many are willing to make this otherworldly locale their final resting place. We may even see some product placement along the way.

Meanwhile, here in movie world, there has to be intrigue. It's only Goldsmith -- loved by some, but annoying for others -- who's officially being retired. The campaign, Dos Equis executives told Ad Age, will continue with a new star.

"There will be a hand-off of sorts," Andrew Katz, vice president of marketing, said in the Ad Age account. "One day it won't just be somebody new." He added that it would be "familiar, but different."

Oh, lordy.

Marketing executives are fond of their reality distortion fields. They believe it makes them more interesting. It's odd, then, that the average chief marketing officer only stays in the job for 45 months. Advertising icons keep theirs for a lot longer.

Here's what I fancy will happen. The new campaign won't be so successful. Suddenly, we'll all get entranced by ads set on Mars. In them, the Most Interesting Man in the World will be teaching Martians how to make lager, amber or otherwise.

The Martians will be astonished. And soon Heineken, the owner of Dos Equis, will be marketing Martian beer.

You can't wait, can you?

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