"I don't always drink beer, but when I do, I smile. Because I smile in every frame of the TV spot now."

The Most Interesting Man In The World is back except he's a different most interesting man in the world. He's now French actor, 41 year old Augustin Legrand. Wrap your head around that. Two most interesting men. Who knew. This new guy is a few decades younger, (the OG MIMITW, Jonathan Goldsmith, was 77) and now traverses the world with a lady in tow. Did I mention he smiles a lot?

Dentists hate him, but also love him, and secretly want to be him.
When it's time to take the photo, he he has to tell the camera to smile.
His smile made other teenagers need braces.
When he walks into the DMV...

Okay you get the point. The dude smiles. A lot. They should have called it The Guy Who Can't Stop Smiling. It's like The Ring. Once you see his smile you are done. Also, the strong silent girlfriend type doesn't really add much to the story. And, as with all clueless marketing experts like those at Heineken who chase the Millennial Dragon, they believed an old guy couldn't sell beer, despite the campaign being a phenomenal success in its ten year run, to that point. Ask yourself-- if an old guy in your ad isn't "resonating," why'd you keep him around for a decade? I mean the entire campaign was ripped off from Chuck Norris Facts and Chuck himself is now just one year younger than when Goldsmith stopped making these ads. Stay ageist, my friends.

Despite the excitement, the campaign has oddly been scrubbed of weirdness and edge. Remember the original Most Interesting Man chasing a leopard out of his kitchen? His pet leopard? Or the way the style of film would change to make it feel like people were there to document the whole thing? As if to say from birth till now the guy was always like that? Now the campaign feels more one take, and more theatrical, like it was meant for the parent company's other brand: Heineken.

And sanitized, too. Sure, they throw knives-- to make a whale drawing! Yes they engage in martial arts-- but he smiles at a butterfly! Yes they are in Africa, but-- he's tailgating and watching college football? Because now there's a win college football playoff tickets sweepstakes involved. Could any of this be less interesting? Will they recycle their Dos Equis bottles next? Perhaps break out their coloring books? Write a Yelp review? Spend two hours arguing with their Facebook friends about politics?

And so now we have to get used to this character all over again like a new James Bond. Fair enough, things change. But Mister Smile and his silent sidekick better get more interesting. Speaking of the woman, she feels like she's been introduced in a cynical tactic to appeal to women without actually having to do much to the formula. Which makes her feel like a token character. Which may cause the same demographic they desperately want to appeal to, to start complaining. Remind me again why do we make this demographic the focal point of anything? Regardless if these two don't work out, I know a man and woman who no longer representing a beer. Perhaps they'll be a better fit?

Client: HEINEKEN USA Agency: Havas Worldwide New York Chief Creative Officer of the Americas: Toygar Bazarkaya Chief Creative Officer of North America: Jason Peterson Group Executive Creative Director, Managing Director: Jason Musante Executive Creative Director: Jim Hord Group Creative Directors: Keith Scott, Paul Johnson Creative Directors: Jonas Wittenmark, Tobias Carlson, Paul Fix Associate Creative Directors: Matthew Hock, David Fredette Global Chief Executive Officer: Andrew Benett Global Chief Revenue Officer, Global Chief Marketing Officer: Matt Weiss New York President: Laura Maness Group Account Director: Chris Budden Account Directors: Jamie Sundheim, Michelle Garrard Account Supervisors: Wendy Hu, Jenny Maughan Chief Strategy Officer, North America: Tim Maleeny Brand and Digital Strategy Director: Maggie Gross Senior Strategists: Stacey Kawahata, Cassie Taylor Director of Social Marketing: Larry Lac Social Strategist: Rachel Korenstein Social Coordinator: Katie Campo Global Chief Content Officer: Vin Farrell Heads of Content, North America: Dave Evans, Sylvain Tron Executive Producer: Jill Meschino Junior Producers: Lauren O'Driscoll, Alex Zubak Director of Broadcast Business Affairs: Cathy Pitegoff Senior Broadcast Business Manager: Deborah Steeg Senior Talent Specialist: Yvette Aponte Production Company: Traktor Director: Traktor Director of Photography: Hoyte Van Hoytema Executive Producer: Rani Melendez Production Company: Rattling Stick Executive Producer: Joe Biggins Head of Production: Richard McIntosh Controller: Christine Berentsen Staff Coordinator: Hayley Wyett Editing Company: Final Cut Editor: Rick Russell Executive Producer: Stephanie Apt Visual Effects: The Mill Chief Creative Officer, New York: Angus Kneale Executive Producer: Verity Graham Visual Effects Shoot Supervisor: Tara Demarco Senior Flame Artist: Michael Smith Sound Design: Yessian Sound Designer: Weston Fonger Executive Producer: Marlene Bartos Telecine: Company 3 Colorist: Tom Poole Producer: Clare Movshon Audio: Sound Lounge Sound Engineer: Tom Jucarone Music: Beacon Street Music Composers: Beacon Street Studios Executive Producer: Adrea Lavezzoli