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Creative

Learn Some 'Interesante' Facts About Dos Equis in Droga5's New Campaign

Agency reveals 'completely true' facts about the brand in series of films directed by MJZ's Tom Kuntz

Learn Some 'Interesante' Facts About Dos Equis in Droga5's New Campaign

Droga5 New York today launches a larger-than-life campaign for Dos Equis, featuring some 'Interesante' facts about the brand you've probably never heard before. For example, did you know that Abraham Lincoln kept a bottle of Dos Equis under his hat at all times? 

The campaign launches with a series of films directed by Tom Kuntz through MJZ. Dos Equis has sent out the following statement regarding the new campaign: 

Filmed on all seven continents and the actual moon in stunning 8K resolution, Dos Equis’ new marketing campaign is sure to turn a few heads this spring. And justifiably so. The campaign has been nearly five decades in the making, at a staggering cost of nearly $200 million. The campaign, which encourages folks to embellish their stories to keep friends entertained and engaged during nights out, is the evolution of Dos Equis’ 'Most Interesting Man' campaign.  

“Throughout the decades-long production of this campaign, we have gone to real extremes to reinforce what it means to Keep it Interesante,” said Quinn Kilbury, Senior Brand Director at Dos Equis. “For the Battle of Cinco De Mayo scene, our director constructed a fully functioning town that housed nearly 4,000 people, each of which were descendants of Moctezuma himself. Most of them don’t appear on-screen, but he wanted to be faithful to every little detail.”



The Keep It Interesante campaign is groundbreaking in the fields of physics and astronomy. During the course of production, a production assistant discovered a new scientific formula that convincingly replaces Newton’s rules of gravity. Additionally, a six-pack of Dos Equis was placed somewhere within the Moon’s Sea of Tranquility region for the sake of realism. Two lucky fans will win a trip to split it in an upcoming Keep It Interesante sweepstakes. And the space scene? That was filmed with real astronauts — Louisa and Pete. They’re still up there somewhere.

The campaign doubles as a fully immersive, headset-free VR experience. What’s more, the campaign will utilise proprietary technology so every spot is a little different, and a bit funnier, every time it airs, ensuring the campaign stays as fresh as the Mexican lager itself.



A two-hour long, star-studded cut of the campaign’s launch spot exists, but focus groups rated the ad so highly, it’s being held back for the moment and will be released as a feature film next fall, during awards season. A physical copy of the ad has been has been stored in The Library of Congress, and another will be shot into space on Cinco De Mayo – heads up, Louisa and Pete!. 

The specific action of taking a morsel of truth and enhancing a story for the sake of keeping friends entertained and engaged – a better version of the truth. Examples: Don’t bore your friends by saying you wasted an afternoon scrolling through Twitter – tell them you lost track of time while DM’ing with an astronaut. Chased by a dog? More like: barely escaped being mauled by a mountain lion. Stuck in traffic? Try: stuck in quicksand.

Dos Equis has built a reputation as the most interesting beer on the planet. With the launch of the new Keep It Interesante campaign, the brand is out to prove that “interesting” is not limited to just one man – it’s in everyone. Developed by advertising agency Droga5, the campaign kicks off March 14th with TV commercials and will be brought to life across social media, digital activations, retail, OOH, and at some of the country’s biggest events and cultural moments.

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Client

Advertiser: Dos Equis

Brand Director: Karla Flores

Senior Brand Manager: Quinn Kilbury

Junior Brand Manager: David Smith

Brand Manager: Hannah Dray, Lindsay Certilman

Creative Agency

Creative Agency: Droga5 NY

Copywriter: Ryan Snyder

Art Director: Katie Willis

Strategist: Alex Cohen

Executive Creative Director: Scott Bell

Creative Technologist: Chloe Karayiannis, Danielle Clemons

Associate Producer: Phillip Cheng & Carlos Valdivia

Head of Interactive Production: Tasha Cronin

Director of Business Affairs: Jocelyn Howard

Business Talent Manager: Dino Spanakis

Design director: Devin Croda

Creative Technology Director: Brian Moore

Senior Business Affairs Manager: Whitney Vose

Co-Directors of Film Production: Jesse Brihn

Traffic : Wendy Kaplan

Director of Print Services: Rob Lugo

Junior Art Director: Maria Kouninski

Junior Copywriter: Jenny Yoon

Chief Creation Officer: Sally-Ann Dale

Senior Producer: Andrew Puzzuoli

Print Producer: Ariel Wakasa-Gonzalez

Designer: Erin Wilson

Executive Producer: Rebecca Wilmer

Music Supervisor: Mike Ladman

Creative Chairman: David Droga

Production Company

Production Company: MJZ

Executive Producer: Eriks Krumins

Director: Tom Kuntz

DOP: Bradford Young

Producer: Emily Skinner

Offline

Edit Company: Whitehouse Post

Editor: Alaster Jordan

Edit Assistant: Alejandro Villagran, Sam Ommen

Producer: Nick Crane

Executive Producer: Caitlin Grady

Post Production / VFX

Post Production Company: Smoke and Mirrors

Colourist: Stefan Sonnenfeld, Co3

Producer: Krystle Timm

Colour EP: Ashley McKim

CG Director: Michael Donovan

Colour Producer: Katie Andrews

Lead Flame Artist: Dino Tsaousis

Executive Producer: Steve Intrabartola

Sound

Sound Company: Gramercy Park Studios

Sound Engineer: Chris Afzal, Collin Blendell

Producer: Laura Goerhrke

Head of Post Production: Vicky Ferraro

Category: Alcoholic drinks , Beers

Genre: Comedy , Dialogue , Storytelling