Dos Equis announced today that, after 10 years, it’s saying goodbye to actor Jonathan Goldsmith’s portrayal of the iconic Most Interesting Man in the World. But they’re sending him off in the most interesting of ways: a one-way solo mission to Mars.
The beer company stated in interviews that the character of the Most Interesting Man will remain the central figure in their commercials, and that it’s parting with Goldsmith in an effort to “contemporize the campaign”—particularly with the brand’s sponsorship of the College Football Playoff beginning this fall. Seeing as Goldsmith is now 77 years old, this was going to happen eventually.
No details have yet been announced regarding Goldsmith’s replacement, but Ad Age reports that Dos Equis and its parent company, Heineken USA, have been consulting with producers of the James Bond franchise to determine the best way to maintain their character’s image while replacing the actor portraying him. Goldsmith, a journeyman actor who won the part in an open casting call in 2006, has become synonymous with the role. Shooting him off to Mars—in a tuxedo, no less—seems a fitting way to pay tribute to his importance in crafting one of the best ad campaigns of the decade while paving the way for a successor. “His only regret is not knowing what regret feels like,” says the voice over.
Check out Goldsmith’s final appearance as the Most Interesting Man in the World below, then keep scrolling for some of our favorite descriptions of the character over his tenure.
He is…the Most Interesting Man in the World…
- His beard alone has experienced more than a lesser man’s entire body.
- Mosquitoes refuse to bite him, purely out of respect.
- In museums, he is allowed to touch the art.
- He’s a lover, not a fighter…but he’s also a fighter, so don’t get any ideas.
- His charm is so contagious, vaccines have been created for it.
- He is the only man to ever ace a Rorschach test.
- He is the life of parties he has never attended.
- Sharks have a week dedicated to him.
- He once challenged his own reflection to a staring contest…on the fourth day, he won.
- His words carry weight that would break a less interesting man’s jaw.
- He once had an awkward moment, just to see how it feels.
- He lives vicariously through himself.
- On self-defense: “The right look should suffice.”
- On the gym: “Running in place will never give you the same results as running from a lion.”
- On life: “It’s never too early to start beefing up your obituary.”