Unicorns Are Not Just Rhinos
8 hours ago
"You must admit, it's hard to imagine this place being conducive to anyone's mental health."
—Batman, on Arkham Asylum
For my fellow Jonny Quest fans, a new take on the old Jonny Quest Title Sequence by Roger D. Evans.
Archer is an animated, half-hour comedy set at the International Secret Intelligence Service (ISIS), a spy agency where espionage and global crises are merely opportunities for its highly trained employees to confuse, undermine, betray and royally screw each other. The series features the voices of
H. Jon Benjamin as suave master spy "Sterling Archer," whose less-than-masculine code name is "Duchess"; Jessica Walter as his domineering mother and boss, "Malory"; Aisha Tyler as his ex-girlfriend, "Agent Lana Kane"; George Coe as his aging-but-loyal butler, "Woodhouse"; Chris Parnell as ISIS comptroller and Lana's new love interest, "Cyril Figgis"; and Judy Greer as Malory's lovesick secretary, "Cheryl."


"It's never too early to start beefing up your obituary"
--MIM
The Dos Equis brand represented a small, thriving beer franchise. The flavour, authenticity and distribution potential of the brand meant that there was a huge opportunity to expand sales and penetration. However, qualitative and quantitative research showed a lack of a distinctive identity other than Mexican-ness.
The beer category is one of the most competitive categories in advertising with over $1 billion in spending and myriad new products, flavours, seasonal variants and packaging innovations adding to the noise. For Dos Equis to succeed it needed to do more than just create awareness, it needed to extend its media dollars by generating conversation among the target audience. Euro RSCG needed to find a way to insert the brand into culture, to present Dos Equis in a way that would spark chatter and pique curiosity, and, most importantly, look beyond the conventional Mexican imagery of beaches, burritos and burros.
Our idea was borne out of a simple truth: Dos Equis’ drinkers may be pretty average in their habits and attitudes, but most want to be seen as unique and different, and are terrified of being perceived as boring. Here was the opportunity for Dos Equis: as a brand with an unusual, original and underground status, it could become an outward sign that its drinker was decidedly not average. Dos Equis could become the symbol of a life more interesting. And we would share this truth through The Most Interesting Man in the World.
We introduced the eccentric, swashbuckling, charismatic character of The Most Interesting Man in the World (MIM). Seasoned in years, deserving of respect and grey-haired enough not to be a viewed as competition, the Most Interesting Man is a magnet, rather than a mirror. He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly.
Full year case sales are up 20% and total dollar sales are up 33.7% vs. YAG - significantly exceeding the 2.7% category growth rate (Nielsen). Sales in TV markets are outpacing sales in non-TV markets, 21.1% and 15.7%, respectively. Velocity gains for the Dos Equis franchise are 45% and an incredible 85% for lager, which is featured in the campaign. Distributors, the most critical and important constituents, are calling the campaign ‘the strongest work in the [beer] industry’. Plus, Millward Brown LINK places the spots among the top 5% most enjoyable ads ever tested, for any category, and the ads doubled the norm in both AI and persuasion.

Even Jack ("dum-de-dum-dum") Webb is back. This time he is retelling stories from the files of True Magazine. The first one was set on a hospital ship off Okinawa, where a doctor operated on a marine who had a live and sensitive shell in his body capable of blowing a six-foot hole in a steel deck. It was a hell of a moment, but Webb sank it. "At 1830 hours exactly," he intoned, "the operation began on a human bomb dead center in the circle of death." He hosts the program in an echo-chambered voice, while he stands beside the word TRUE, spelled out in block letters 22 feet high, or roughly ten times as tall as Jack Webb.
