A number of years ago, the Director of Marketing of Molson Breweries made a presentation to a business association to which I belonged. His topic was something like, “The most memorable commercials”, and he gave as an example a series of spots run by 7-Up using the deep-voiced Geoffrey Holder and his “Ha, Ha, Ha” refrain promoting the “Un-Cola”.

He asked us when we had last seen one of these commercials and we all responded that we thought it was within the last couple of years. To our shock, he informed us that they were last aired some 20 years previously. Such is the power of a great commercial. I thought about this because I’ve been impressed by a great ad campaign from Dos Equis beer, featuring “The Most Interesting Man in the World”. In the ads, grainy film-like video shows a handsome older man at airports, in bars, and various other locations, with a variety of tag lines. I thought some of these lines were absolutely ingenious:

“He is the life of parties he has never attended.”
“He once had an awkward moment, just to see how it feels.”
“He’s won trophies for his game face alone.”
“His words carry weight that would break a less interesting man’s jaw.”
“If he were to punch you in the face, you would have to fight off the irresistible urge to thank him”.
“His mother has a tattoo that reads ‘son'”.
“At museums he is allowed to touch the art.”
“Sharks have a week dedicated to him.”
“He can speak French, in Russian.”
“He bowls overhand.”
“Both sides of his pillow are cool.”
“If he were to pat you on the back, you would list it on your resume.”
“When in Rome, they do as he does.”
“He’s won the same Lifetime Achievement Award…twice.”

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