It’s Official: Dos Equis’ “The Most Interesting Man In The World” Blasting Off To Make Way For New Guy

Dos Equis

As Deadline first reported last month, Dos Equis is retiring Jonathan Goldsmith as “The Most Interesting Man in the World” by blasting him off on a one-way mission to Mars. The last spot featuring Goldsmith in what has been one of commercials’ most iconic recent campaigns airs tomorrow during the Cleveland Cavaliers-Los Angeles Lakers game on TNT. Check out a shorter clip of the ad above, which a source told Deadline was shot just before the Super Bowl this year.

The beer company says it will reveal a new “Most Interesting Man in the World” later this year, and that this is not the end of the 10-year ad campaign “but an evolution.”

“From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character,” said Andrew Katz, VP Marketing for Dos Equis. “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.”

As The Most Interesting Man prepares to blast off on his final adventure, the franchise’s longtime narrator, Will Lyman, intones solemnly that “his only regret is that he has no regrets.”

Stay thirsty, my friend. It’s very dry up there on Mars.

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