Actor Jonathan Goldsmith returns to advertising a certain lifestyle, but his brand loyalties have changed.
Back in March 2016, The Most Interesting Man in the World was given a majestic send-off by Dos Equis, shot into the heavens to live among the advertising immortals. In retiring the famed spokesperson, the beer brand took a calculated risk in capping the award-winning campaign off at nine years running. But just as the agency that created the legendary ad character bid farewell to its longtime client–the man who once ran a marathon because it was on his way, whose blood smells like cologne, and who’s won a lifetime achievement award twice–he’s back. And he’s drinking…tequila?