It’s risky to say the least, especially in marketing. But there are times when it works perfectly.
I’m reminded of this when I see Dos Equis’ “The Most Interesting Man in the World” commercials on television. Launched in 2007, the videos feature the notorious exploits of the “most interesting man,” portrayed by tanned, silver-bearded actor Jonathan Goldsmith. Against clips of wild experiences include stitching his own wound in a jungle field hospital and bench-pressing two women in chairs at a casino, a narrator reveals personal “facts” such as “he once had an awkward moment, just to see how it feels,” and “sharks have a week dedicated to him.” But the most interesting fact for me is that the commercials never show the beer until the very end. Seated at a table with beautiful women at his side, a cigar in hand and a couple Dos Equis bottles within reach, he advises us in a distinguished Spanish accent to “Stay thirsty, my friends.”
Yes, it’s risky to not show your product until the final few moments of a 60-second spot. Seldom would I advise it. But it works here because everything leading up to that point is delightfully imaginative. Viewers remember what the ads are for, recognize them when they come on and eagerly await the next installment.
It’s one very cool case, or 12-pack if you prefer, where saying the least says it all.