He doesn’t always go on missions to Mars, but when he does, he makes sure the world knows it. Just ask Dos Equis spokesman Jonathan Goldsmith, who will soon be blasting off into space in a new ad as he steps down as the “Most Interesting Man” character after nine years, a representative tells Us Weekly.
“From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character,” Andrew Katz, VP of marketing for Dos Equis, said in a statement. “We know ‘The Most Interesting Man in the World’ will continue to endure and grow, as the character’s story is bigger than one individual. Stay Thirsty isn’t just a tagline — it’s a mind-set Dos Equis embraces daily to connect with our consumer and inspire everything we do.”
Goldsmith, 77, will be given a proper send-off in the form of one final 60-second spot, in which he bravely takes off on a one-way mission to Mars.
In the commercial, which is set to air on Thursday, March 10, The Most Interesting Man strides through a desert flanked by crowds of characters from past ads, including a group of monks, beauty pageant winners, camels, motorcyclists and even a bear.
“His only regret is not knowing what regret feels like. He is the most interesting man in the world,” a voice-over narrates in the nostalgic clip.
As his spaceship blasts off into space, the iconic Dos Equis spokesman delivers his famous line one last time: “Stay thirsty, my friends.”
According to Ad Age, Goldsmith will soon be replaced by an as-yet-unnamed younger actor, who will have adventures and plotlines more catered toward the millennial crowd.
By Joyce Chen