Here's What Went Down at Dos Equis' Star-Studded “Sailgate”

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After nearly a decade, Dos Equis is bringing back the “most interesting man in the world” and his timeless rallying cry, “Stay thirsty, my friends.” In hopes of capturing a new generation of beer drinkers, the popular Mexican lager brand aired its first commercial with the popular character in nearly a decade during last week's College Football Playoff National Championship Game between the Indiana Hoosiers and the Miami Hurricanes.

In the new 60-second TV spot, the most interesting man, played by actor Jonathan Goldsmith, returns but with amnesia forgetting all about his former lavish lifestyle. It isn't until he finds a single Dos Equis beer hiding in the back of his fridge that his memory comes back and his Chuck Norris-level of aura is restored. The spot even ends with him hooking himself to a moving helicopter with a garden hose and flying away. Legendary.

“We knew the public thirst was massive: Our research found that 83% of people exposed to the original campaign wanted to see it return, and the old ads drove an incredible 97th percentile brand recall in recent testing,” said Alison Payne, CMO, Heinekin USA. “While this campaign has been off the air for nearly a decade, the love for The Most Interesting Man in the World never faded. That's why we're relaunching the 'Stay Thirsty' campaign to drive excitement among fans and inspire a new generation to be bold, be curious, and stay thirsty for new adventures. Because an interesting life is full of stories, ones that you will want to tell your friends about over a beer – preferably Dos Equis of course.”

In even more interesting fashion, Dos Equis celebrated the return of its beloved pop culture figure by hosting a star-studded “sailgate” event hours before the CFP National Championship Game. The fancy Miami tailgate brought many popular celebrities who showed up and showed out, including NFL legend Tom Brady, actress Gabrielle Union, NBA star Dwyane Wade, and Mexican supergroup Fuerza Regida. Even the renowned mentalist Oz Pearlman was there, wowing the crowd with his jaw-dropping skills.

At the conclusion of the Sailgate, guests made their way over to the championship game, where the Hoosiers went on to beat the Hurricanes 27-21. During the game, Dos Equis debuted its new commercial mentioned above with the Most Interesting Man.

The commercial and sailgate are just the start of the next chapter of the brand's “Stay Thirsty” campaign, so fans can expect the most interesting man to be gracing the small screen and TikTok reels even more this year. And, if you're feeling thirsty, order yourself a pack of Dos Equis here to feel cooler than cool.