#source:pintrest

[incorrectggtvavquotes]

Percy: How are you feeling, Felicity?

Felicity: Well, I have this headache that comes and goes.

Monty: Hey guys!

Felicity: There it is again.

[ravens-cove]

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[marketingconigliaro-blog]

Adios Amigo!

An ad from the Pintrest board that I chose to analyze was “The Most Interesting Man in the World Embarks on His Greatest Adventure Yet – Adios Amigo Dos Equis”. I will get right to the point with my critique of this commercial. There was way too much going on for a viewer to pick up on it being a beer commercial. It begins with a figure that I have never seen before, however his name is Jonathan Goldsmith. It was until after I did a Google search of Goldsmith that I found out that he is an iconic Dos Equis ad character. For someone who isn’t a typical beer drinker, like myself, it wouldn’t ring a bell instantly that it was a Dos Equis commercial after seeing this figure. However he is referred to, “The most interesting man in the world” this is completely misleading and I should add that it is also not credible. He is simply given this name by a beer company. For someone who appears in these commercials to be given such a noble title seems a bit immature. Dos Equis wants you to believe that the face of the company, Jonathan Goldsmith, is viewed as the most interesting man by everyone in the world.

These types of commercials have been known to usually be over the top, however this exceeded it to the point where it was confusing. I didn’t understand if it was religious commercial at first when I saw the Buddhist monks, or if involved a pageant of some sort with the female wearing the sash. My mind was going in different directions, and while watching this it was difficult to keep up. Also what I found to be bizarre was how it is obligatory that they include “Drink responsibly” to enjoy the beverage in moderation and not abuse the alcohol. However in this ad, they show a large missile being launched in the air and it makes the viewer think that “the greatest man on earth is embarking on his journey”, and “the greatest man on earth drinks Dos XX” as well. This is misleading and I believe it is dangerous that they show large machinery being operated in a commercial with alcohol in it. Also the main quote to take from this commercial is the saying “His only regret is not knowing what regret feels like” quite frankly, this was puzzling I believed it to be was cheesy as well.

I do not consider this is a good example of creative strategy, because the message that DOS xx was trying to communicate was difficult to capture. It wasn’t until the very end that the tangible product (attribute) was shown but to have picked up on that the viewer must have been paying attention for the whole 1:02. This commercial could have been executed so differently. As far as creative strategy goes, this commercial lacked, all aspects of divergence and the relevance could have been achieved in a better story line. In comparison to the Corona Find your beach campaign, where there were many elements of creative strategy this Dos XX ad was a disappointment.