Copycats

   Like almost anyone who has had the pleasure of viewing these commercials, I was delighted by the Dos Equis: The Most Interesting Man In The World ads when they first aired in 2007. Euro RSCG introduced an entirely new and unexpected spokesperson for an alcoholic beverage. The campaign was surprising, playful and extremely entertaining.
   In regards to the campaign, Euro explains that
"In place of Joe Drinker, we created The Most Interesting Man In The World, dashingly attired in Hemmingway-style suits, situated in highly exotic and intriguing locales. Instead of soothing the drinker with familiar and generic cues of masculinity, Dos Equis used the sophisticated figure of The Most Interesting Man to imply that all their drinkers could and should be living a more interesting life." Quote
   Based on the key consumer insight that imported beer drinkers longed to be seen as more interesting people, Euro developed a campaign that was groundbreaking and adored by the public and critics alike.
   Now, a few years later, I find it interesting to note how many so-called copycat commercials appear to be riding on the wake of Dos Equis' success. Both Jamieson's Irish Whiskey and Johnny Walker Scotch have come up with commercials following the success model established by Dos Equis. Both the Jamieson's spot and the Johnny Walker spot feature supposedly extraordinary men with a mysterious, intriguing air about them. On their own, the commercials certainly aren't bad. They each have their charm. However, I simply can't get past the fact that they appear to be blatant attempts to piggyback on the success of Dos Equis' campaign. Then again, I'm an advertising student. What I'd really like to know is whether or not the general public has taken note of this as well.