Adios to the Most Interesting Man

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Dos Equis’ “Most Interesting Man in the World” is one of the longest running and most beloved ad campaigns in recent memory. All good things must come to an end though, and today Dos Equis says “Adios Amigo” to their longtime spokesman by launching him into space.

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It’s a move reminiscent of when the Simpsons killed off Maude “No Footlongs” Flanders, and apparently it comes for similar reasons. It appears that Jonathan Goldsmith (the actor who portrays the Most Interesting Man) is embroiled in a contract dispute with his agent, so Dos Equis has decided to move on and sent him on a one way trip to Mars :

We launched a mission to save Matt Damon, but we’re guessing that Goldsmith isn’t going to receive that same level of effort. Don’t fret though, Dos Equis fans, a new “Most Interesting Man” will be revealed later in 2016. They won’t even have to name his successor the “Second Most Interesting Man in the World” either, because according to their narrative, Goldsmith has been launched out of this world so he no longer qualifies for the title.

“From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character. 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,” said Andrew Katz, VP of Marketing for Dos Equis. “Stay Thirsty isn’t just a tagline – it’s a mindset Dos Equis embraces daily to connect with our consumer and inspire everything we do.”

Adios Amigo!