The advertisements first began appearing in the United States in 2006, with The Most Interesting Man in the World portrayed by American actor Jonathan Goldsmith, and Frontline narrator Will Lyman providing voiceovers.
They were produced by the marketing firm Euro RSCG (now Havas Worldwide) for Cuauhtémoc Moctezuma Brewery.

Goldsmith landed the Dos Equis gig by auditioning for the role.
Auditioners were given the ending line "...and that's how I arm wrestled Fidel Castro" and asked to improvise.
Goldsmith began his audition by removing one sock and then improvised for 30 minutes before reaching the concluding line.
The character was inspired by his deceased sailing partner and friend Fernando Lamas.

In March 2016, Dos Equis announced Goldsmith's retirement from the role, with a commercial sending him on a one-way journey to Mars amid much acclaim, and the narration: "His only regret is not knowing what regret feels like".
In September, they introduced French actor Augustin Legrand as Goldsmith's replacement.

The campaign was ended in 2018, and replaced with a new campaign called "Keep It Interesante".
The advertisements first began appearing in the United States in 2006, with The Most Interesting Man in the World portrayed by American actor Jonathan Goldsmith, and Frontline narrator Will Lyman providing voiceovers. They were produced by the marketing firm Euro RSCG (now Havas Worldwide) for Cuauhtémoc Moctezuma Brewery.
Goldsmith landed the Dos Equis gig by auditioning for the role. Auditioners were given the ending line "...and that's how I arm wrestled Fidel Castro" and asked to improvise. Goldsmith began his audition by removing one sock and then improvised for 30 minutes before reaching the concluding line. The character was inspired by his deceased sailing partner and friend Fernando Lamas.
In March 2016, Dos Equis announced Goldsmith's retirement from the role, with a commercial sending him on a one-way journey to Mars amid much acclaim, and the narration: "His only regret is not knowing what regret feels like". In September, they introduced French actor Augustin Legrand as Goldsmith's replacement.
The campaign was ended in 2018, and replaced with a new campaign called "Keep It Interesante".
The Most Interesting Man in the World