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dos equis campaign: the most interesting man in the world

First appearing in the United States in 2006, this popular series of ads for Dos Equis beer features a charming male protagonist known solely as “The Most Interesting Man in the World”, played by American actor Jonathan Goldsmith. The campaign has been very successful, inspiring several parodies and leaving a strong mark on contemporary American popular culture.


How do these ads illustrate cultural images of masculinity? How is gender represented onscreen?

How does this campaign help sell Dos Equis beer? What is the connection between the product and the stories/images depicted in the ads? What has been so appealing to consumers?

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