Dos Equis Film CLIFF DIVER by @radical.media, Euro Rscg New York

Adsarchive » Film » Dos Equis » CLIFF DIVER

CLIFF DIVER

Pin to Collection
Add a note
Industry Beers and Ciders
Media Film
Market United States
Agency @radical.media
Director Steve Miller
Account Supervisor Mary Perhach
Editor Jeff Ferruzzo Outside Editorial
Agency Euro Rscg New York
Art Director Kevin Jordan
Copywriter Andy Currie, David Weinstock
Released June 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: HEINEKEN USA
Product/Service: DOS EQUIS BEER
Agency: EURO RSCG NEW YORK
Production Company: @radical.media, New York, USA
Date of First Appearance: Jun 14 2010
Chief Creative Officer: Conway Williamson
Creative Director: David Weinstock/Andy Currie
Copywriter: David Weinstock/Andy Currie
Art Director: Kevin Jordan
Agency Producer: Dan Fried
Account Supervisor: Mary Perhach
Director: Steve Miller
Editor: Jeff Ferruzzo
Post Production: Sila Soyer
Account Manager: Katy Milmoe
Director Of Photography: Bryan Newman

English Description
Beer advertisers often assume a fairly low degree of intelligence, but our research revealed that our target actually had a brain and was rather irked by the clichés and sophomoric humor employed by the category. They felt misrepresented, misunderstood. They wanted to be seen as interesting. Inspired by this insight, we created the Most Interesting Man in the World (MIM.) Instead of soothing drinkers with generic cues of masculinity, we used the sophisticated figure of the MIM, dashingly attired, and situated in exotic and intriguing locales, to imply that all drinkers could and should be living a more interesting life.