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Culture

World's most interesting man attacks 'weak-ass Wi-Fi'

Commentary: The former Dos Equis pitchman pitches up in a new ad for Luma Wi-Fi. He curses quite a bit.

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


He wants to save you from the darkness.

Luma/YouTube screenshot by Chris Matyszczyk/CNET

It's hard to stay interesting.

Please ask the Most Interesting Man in the World. Well, the former Most Interesting Man in the World.

You might remember Jonathan Goldsmith from the Dos Equis beer ads. You might not even recognize him in a new ad for Luma's home Wi-Fi system.

He suddenly looks like a retired scientist, rather than a raffish rogue who's traveled the world, loved and let others lament when he leaves them.

Instead, here he is describing Wi-Fi as "a modern-day civil liberty" and "a human right."

I'm not sure how long that sentiment will last, but it's noble in its way.

"When the internet goes down, that's when s*** gets dark," he says. We've all had that deathly dark experience. Some of us don't easily recover.

Still, Goldsmith says that Luma allows you to "keep your family secure from Russian hackers, buffering, dead spots, cartoon porn and weak-ass Wi-Fi."

He describes Luma as a "little f***** that shoots Wi-Fi around your house like a firehose." Which will be comforting to many.

He wants you to tweet him. He wants to help you. Oddly, he doesn't offer you a beer.