Exclusive: The Most Interesting Man in the World Jumped When Dos Equis Asked Him Back

The Most Interesting Man in the World needs no introduction.

Interestingly enough, Dos Equis is introducing him to a whole new generation when the popular Mexican lager brand airs its first "Stay thirsty, my friends" commercial in nearly a decade during Monday night's College Football Playoff National Championship Game between the top-seeded Indiana Hoosiers and the 10th-seeded Miami Hurricanes.

For eight days now, Dos Equis has been dropping hints with "The Least Most Interesting Man" commercials, featuring, yes, the ageless and still ruggedly handsome Jonathan Goldsmith. For that tease, Goldsmith ditched his trademark velvet-tailored jackets for beige sweatsuits and light robes. Instead of hosting a gathering on top of a moving train across the desert or leading astronauts in space, Goldsmith's character meticulously picks through a dryer's vent, using the lint for the ships he builds in bottles.

"The Least Most Interesting Man" campaign immediately raised eyebrows, with hordes of fans losing their collective minds.

"Wait. Was that the Most Interesting Man in the world?"

The new campaign details what led Goldsmith's character into seclusion and the moment everything started to make sense again. He ends the commercial with arguably beer's most famous taglines: "I don't always drink beer, but when I do, I still prefer Dos Equis. Stay thirsty, my friends."

The original campaign aired from 2006 to 2016. It cannot be understated: The Most Interesting Man in the World campaign is permanently etched in the pop culture lexicon.

The campaign sparked memes, countless parodies, and, in the most obvious sign that the campaign hit the jackpot, a classic Saturday Night Live sketch, starring Joseph Gordon-Levitt and Jason Sudeikis.

No one, including Goldsmith, predicted this phenomenon.

"When I was first introduced as the Dos Equis Most Interesting Man 20 years ago, I never anticipated the cultural impact and resonance the character would have on the lives of beer drinkers today," Goldsmith, 87, exclusively tells Men's Journal ahead of the campaign's broadcast.

Most importantly for the brand, the campaign triggered an explosion of interest. According to Dos Equis, the campaign helped more than triple the size of the Dos Equis brand. At the time, in the mid-2000s, Dos Equis' sales were solid, but the brand was one of many in the sleepy import category. Dos Equis knew that it needed to differentiate itself.

The Most Interesting Man in the World proved to be the hair of the dog Dos Equis needed. He more than delivered a cure, to the point that a recent survey found that 84 percent of consumers exposed to the original campaign wanted to see it back.

So when Goldsmith was asked to reprise the role, he didn't hesitate one bit.

"A lot has changed in the world since you last saw me 10 years ago, so when Dos Equis asked me if I'd be interested in making a return, it was an automatic yes," Goldsmith said. "From The Least Most Interesting Man, back to The Most Interesting Man once again, it was an honor to add another chapter to his story."

Goldsmith's reprisal comes at a time when Dos Equis says people today are thirsty for more, with 27 percent of Americans feeling like they've fallen into a mundane routine. Dos Equis says the reintroduction of Goldsmith's legendary character "responds to that demand for fun" by embracing the belief that an interesting life is full of stories best shared with friends over a cold beer.

"People today are looking for excitement through unique and interesting moments and experiences, and this new campaign really delivers on that need," Goldsmith tells Men's Journal. "Despite the time that's passed, the spirit of The Most Interesting Man and his goal of encouraging people to ‘Stay thirsty’ -- also known as living a life filled with interesting stories and experiences over a beer – never faltered, which is why I'm so excited to reintroduce this character to new and old fans alike."

It goes without saying: The Most Interesting Man in the World commercials would not be complete without the booming and equally iconic voiceover narrating Goldsmith's exploits.

Enter Will Lyman:

When in Rome, they do as he does.
If he were to pat you on the back, you would list it on your resume.
In a past life, he was himself.
If opportunity knocks and he's not home, opportunity waits.
He gave his father the talk.
He is The Most Interesting Man in the World.

Lyman, 77, is best known for lending his voice to Frontline, the venerable PBS documentary series in its 44th season. Bringing Lyman back to the Dos Equis campaign was crucial. Fans instantly recognize Goldsmith. The same can be said of Lyman's narration, rich with velvety baritone notes.

“The magic of this new campaign really lies in the nuances fans grew to love over the years from the original, iconic ads. From The Most Interesting Man himself, his legendary lines, the intriguing music, and more -- these are the details that resonated most with consumers," Matt Saltzstein, Dos Equis' VP of Brand Marketing, tells Men's Journal. "The voiceover was an important detail to help round out this new campaign, so bringing back Will Lyman to once again serve as the voice of the new ad was an obvious and simple choice. We knew the voiceover would not only excite our longtime fans, but once again create intrigue for those first being introduced to this legendary campaign."

After the campaign officially returns during Monday night's broadcast, fans can expect to see more of Goldsmith -- and hear more of Lyman -- throughout the year. The world will see Goldsmith embark on both previously unseen footage from his past, as well as bold and new adventures, like chasing tornadoes and stumping magicians.

"While this campaign has been off the air for nearly a decade, the love for The Most Interesting Man in the World never faded," said Alison Payne, Chief Marketing Officer for HEINEKEN USA, in a statement. "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."