Dos Equis campaign uses radio, TV for “MIM” assistant


Dos Equis will launch a multi-faceted advertising and marketing campaign extension meant to find a new assistant for the Most Interesting Man (MIM) in the World. The national MIM assistant search will officially kick-off on National Administrative Professionals Day on 4/23 and will look to replace the MIM’s former assistant Steve, who was killed in the line of duty.

The national program seeks out qualified applicants to submit their dossier online to compete in the chance to fill the coveted role of assistant to the MIM. Applicants for the position will be narrowed down to 10 Semi-finalists by a panel of uniquely credentialed judges and ultimately an online vote will determine the MIM’s new assistant.
On 4/24 a New Orleans style funeral procession will take to 6th Street in Austin, Texas to celebrate the life of Steve and performers from around the world will conjoin and perform at the gathering. The evening then turns to celebration with a mansion extravaganza hosted by Carmen Electra. The Austin event will be the official start of a year-long search for the MIM’s new assistant, involving a series of challenges to test contestants’ ability, agility, charm and savvy.

Interested consumers can apply online by creating a personal dossier for themselves, and a panel of "truly interesting" judges will whittle down the entrants to 10 finalists and then a chosen candidate to be decided by
online vote.

In support, new advertising via Euro RSCG New York debuted on 4/14, featuring new Dos Equis television, print, radio, digital and out-of-home ads. The advertising highlights the MIM and his clever advice on a range of topics, such as cologne, conversation, life and grooming. Print creative will run in Maxim, Paper Magazine and Blackbook. Consumers that think they are up to the task can create their personal dossier on 4/24 at