It’s been 10 years since actor Jonathan Goldsmith, a.k.a. the most interesting man in the world, told viewers that although he doesn’t always drink beer,
he’s rather fond of Dos Equis.
In that time, he’s become one of the most recognized pitchmen on television and across the Internet. Now, it’s time for someone else to take the reins.
Goldsmith appears in one final Dos Equis commercial, where the brand sends him on a one-man, one-way mission to Mars.
Dos Equis then plans to replace Goldsmith with another actor.
But fear not, fans of interesting. The company said in a statement that it’s not going to be too jarring:
Fans can rest assured that Dos Equis will reveal a new Most Interesting Man in the World in 2016, as this is not the end of the campaign, but an evolution.
Dos Equis’ VP of marketing, Andrew Katz, issued the following statement:
From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character. 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.
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Brand managers aren’t saying why they’re choosing to replace Goldsmith, but the actor, who raises funds to help remove landmines in Cambodia, has been in a
heated dispute over pay with talent management agency Gold Levin Talent.
In a lawsuit filed in Los Angeles, the agency called Goldsmith “The Least Honorable Man in the Entertainment Business” because, the agency alleges, he
failed to pay 10 percent of his earnings to the agency.
Goldsmith’s countersuit stems from the fact that his wife and manager used to work for Gold Levin. He alleges that it was his wife, Barbaray Buky, and not
the agency, that helped him get the Dos Equis job all those years ago. The agency, according to Goldsmith’s suit, "provided no management services to
Dos Equis hasn’t said whether the lawsuit contributed to Goldsmith being replaced in the campaign, but last month Advertising Age speculated that
“with Mr. Goldsmith in his 70s, the brand will likely have to begin considering its next campaign move one day soon.”