Lazy Sunday: Sad New Dispatches from the Increasingly Most Marginally Engaging Man in the World

Posted on August 4, 2013


bullhornI usually eschew the first person on this blog, not out of any innate sense of modesty but because it implies I’m speaking to an actual audience. A better analogy for what goes on here might be this: me standing in the Housewares aisle at Target, making non-sequitur announcements through a bullhorn while people shop for oven mitts and lotion.

With that in mind, I’d like to announce a new feature: I’m calling it “Lazy Sunday.”

Every Sunday, I’ll be rolling out half-baked, mal-formed and otherwise incomplete blog posts I’ve never gotten around to finishing. These are posts that have been clogging up the “Drafts” section of my blog for ages, hanging around in their underwear, eating all the Chex Mix, watching too much daytime TV and generally bringing me down with their bad attitudes and rank, defeatist odor.

So, in true contract food service “maximum yield” and “food cost percentage” fashion (I’m reaching, I know. Maybe you have professional food experience. Maybe you don’t. Either way, you probably shouldn’t eat the chili if there’s a cafeteria at your workplace), I’ve decided to start operating this blog on a “every word counts” maxim. Some writers become prolific through hard work. In my case, I’ve decided it’s time to start throwing every scrap into the ring.

“Gee,” you say, a mild sensation of pique creeping into your underpants like a frisky silverfish at a hobo social, “that sounds really great, but what’s in it for me?”

Admittedly, not a whole lot, unless you have a healthy appreciation for absurdity and unfinished sentences.

Anyway, to kick things off, here’s a post I started writing two years ago about the Dos Equis ‘Most Interesting Man,’ a subject whose slow descent through the top-waters of cultural relevancy eventually scuttled my desire to continue writing about it. And in the true spirit of Lazy Sunday, I’d like to sign off by not completing this last

Sad New Dispatches from the Increasingly Most Marginally Engaging Man in the World

Something happened to one of my favorite advertising campaigns; Dos Equis’ ‘Most Interesting Man in the World.’ What was originally a witty marriage of visuals, music, and concept has slowly become an uninspired clunker, dripping oil as it limps along aimlessly towards parts unknown. This is especially sad because it boasted some truly inspired moments during its initial run.

The Most Interesting Man in the World, leaking mojo.

The Most Interesting Man in the World is leaking mojo.

If you haven’t seen any of the spots, they feature a hirsute, bearded hero who is forerver popping up, Zelig-like,

follow his exploit around the globewhose effortless charisma forever place him, Zelig-like, at the epicenter of interesting. In each 30 second spot, we watch as the bearded one montage of the bearded one, exuding his awesomeness in a variety of circumstances, as a voice over intones zen koans like

There were some great lines and inspired spots. Among my favorites: ‘He speaks French…in Russian’ and the classic ‘He’s a lover not a fighter, but he’s also a fighter so don’t get any ideas.’ Were wonderfully offbeat spots held together by reedy strandsWisps of odd attitude held together by reedy strands of offbeat humor.

Sadly, this is no longer the case. It’s hard to say what went wrong here; whether the latest spots are evidence of a great idea that simply ran out of steam or a result of professional jealousy; as if someone else, envious of the critical success the campaign was enjoying, yanked the reins away from the original creative team with a ‘how hard can this be?’ attitude. Pretty hard, it turns out. The latest spots feel limp by comparison.

Even Jerry Goldsmith, the bearded impressario of awesome, is looking a little wan these days when reminding us to ‘Stay thirsty, my friends.’ Here’s hoping that this campaign gets a fresh mojo injection for the next go-round, if there is one.

A U.N.-style meeting of diplomats in headsets who arewhere our hero sits in the first row and wordlessly coerces everyone else to vote with him just by raising his hand and exerting his un.

In my favorite 3 second clip, the bearded one sits in the front row of a U.N.-style meeting of foreign diplomats so helplessly under our hero’s spell that he coerces everyone into voting with him just by raising his hand and looking unimpressed.

Posted in: Marginalia