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Ever notice the similarities between "The most interesting man in the world" and "The Man in The Hathaway Shirt" campaigns?

- Rick Duris
#interesting #swipe
  • Profile picture of the author The Copy Nazi
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    Would help if people knew what the hell you were talking about. You know - "the rest of the world".

    I'm guessing you mean the Doss Eckie (yes thats the way you pronounce it) campaign - The Most Interesting Man In The World - Dos Equis Campaign | Everything's Better With Brentter

    and the original 1951 David Ogilvy Hathaway Shirt campaign - The Man in the Hathaway Shirt – How an Ad from 1951 is Relevant to Your Internet Marketing
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  • Profile picture of the author Mark Andrews
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    • Profile picture of the author Pusateri
      I can instantly see the point Rick Duris is making here - excellent.

      The Most Interesting Man in the World is a relative of Mr. Patch, but the DNA test would show he shares a Y chromosome with Commander Whitehead, the Man from Schweppes (another Ogilvy masterpiece).

      The point might be, if you want to seem original, swipe from beyond recent memory.
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      • In the spirit of goodwill.

        Maybe Rick meant to post the actual links.

        Like Mal did.


        Steve
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        • Profile picture of the author agc
          Originally Posted by Steve Copywriter View Post

          In the spirit of goodwill.

          Maybe Rick meant to post the actual links.

          Like Mal did.


          Steve
          Or maybe he meant for us to either know what he's talking about, or be curious enough to google it for ourselves.

          I myself am fond of cryptic questions because they tend to keep the blathering idiots from taking over... what with the blathering idiots usually being to lazy to figure out what something means if they don't already know.
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          • Profile picture of the author RickDuris
            Originally Posted by agc View Post

            Or maybe he meant for us to either know what he's talking about, or be curious enough to google it for ourselves.

            I myself am fond of cryptic questions because they tend to keep the blathering idiots from taking over... what with the blathering idiots usually being too lazy to figure out what something means if they don't already know.
            Yep!

            If you've seen "the most interesting man" commercials and you're a marketer, you can't help but be curious about the potential source of inspiration and look for similarities.

            And I didn't post the links because there are so many commercials and print ads for both. And I didn't want to shut down a potential epiphany like Pusateri's and SamKane's contributions. (Thanks!)

            There are times when less will inspire more.

            - Rick Duris
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            • Profile picture of the author Doceye
              Man ... if you cats and kitties thought Rick was being oblique or unclear, you, in my opinion, shouldn't be writing copy. The older campaign he refers to is high up in the pantheon of great print work.

              It might behoove some of you to do a bit of Googling before calling someone out on one of the most famous sets of ads ever done. Just because you don't know of it.

              And if you don't know the Dos Equis guy, well ... I hear Wal-Mart's hiring.

              I don't normally go all postal on y'all ... but my gad, people, do your homework.

              Doc
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              • Profile picture of the author Pusateri
                Originally Posted by Doceye View Post

                Man ... if you cats and kitties thought Rick was being oblique or unclear, you, in my opinion, shouldn't be writing copy. The older campaign he refers to is high up in the pantheon of great print work.

                It might behoove some of you to do a bit of Googling before calling someone out on one of the most famous sets of ads ever done. Just because you don't know of it.

                And if you don't know the Dos Equis guy, well ... I hear Wal-Mart's hiring.

                I don't normally go all postal on y'all ... but my gad, people, do your homework.

                Doc
                To be fair, this is an international forum and I believe these campaigns ran/run only in North America.
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            • Profile picture of the author The Copy Nazi
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              Originally Posted by RickDuris View Post

              Yep!

              If you've seen "the most interesting man" commercials and you're a marketer, you can't help but be curious about the potential source of inspiration and look for similarities.

              And I didn't post the links because there are so many commercials and print ads for both. And I didn't want to shut down a potential epiphany like Pusateri's and SamKane's contributions. (Thanks!)

              There are times when less will inspire more.

              - Rick Duris
              And there are times when without the link...less will remain less - as in "unread" and "uncommented". But I think you'll agree I chose my links carefully.

              So long campers and thanks for all the fish.
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              • Profile picture of the author RickDuris
                Originally Posted by The Copy Nazi View Post

                And there are times when without the link...less will remain less - as in "unread" and "uncommented". But I think you'll agree I chose my links carefully.
                Mal, I'm HAPPY you posted and I'm happy you posted links. I was anticipating curious people would Google or YouTube or Twitter search the phrases and carry on where I left off.

                If I wanted to do a thesis on the subject I could, but it's a lot more fun and yields a more valuable result when other people's perspectives are added to the knowledge base. Whether you agree with them or not.

                - Rick Duris
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          • Profile picture of the author abugah
            Originally Posted by agc View Post

            Or maybe he meant for us to either know what he's talking about, or be curious enough to google it for ourselves.

            I myself am fond of cryptic questions because they tend to keep the blathering idiots from taking over... what with the blathering idiots usually being to lazy to figure out what something means if they don't already know.

            I swear I like this.

            People should not always expect to be spoon-fed. Some things are for people who are 'up there' in their copywriting career.

            For sure anyone who has never heard of the Man in The Hathaway Shirt will not give any meaningful contribution.
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  • Profile picture of the author Mr. Subtle

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  • Profile picture of the author 1002am
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    • Profile picture of the author perryny
      Originally Posted by 1002am View Post

      I can instantly see the point Rick Duris is making here - excellent.

      The Most Interesting Man in the World is a relative of Mr. Patch, but the DNA test would show he shares a Y chromosome with Commander Whitehead, the Man from Schweppes (another Ogilvy masterpiece).

      The point might be, if u want to seem original, swipe from beyond recent memory.

      There an echo in here?
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  • Profile picture of the author max5ty
    I've seen these commercials, and actually did some investigating to see how they were working.

    My thoughts were that although the ads were interesting, they wouldn't do that much good.

    I still haven't met anyone yet that drinks DOS EQUIS.

    Anyways...

    Heineken bought the beer company last year...and with their ads they've increased sales by 17%.

    17% is good I guess...considering their sales were in the toilet to start with.

    Corona uses more laid back ads with people lounging on the beach etc.

    They're the number one imported beer in the U.S. since the late 90's.

    The ads are interesting but I don't think they'll do much better sales wise than they have so far...never as good as "The Man In The Hathaway Shirt".
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    • Profile picture of the author Mr. Subtle
      Originally Posted by max5ty View Post

      I've seen these commercials, and actually did some investigating to see how they were working.

      My thoughts were that although the ads were interesting, they wouldn't do that much good.

      Heineken bought the beer company last year...and with their ads they've increased sales by 17%.

      17% is good I guess...considering their sales were in the toilet to start with.
      According to the company, U.S. sales increased each year between 2006-2010 and tripled in Canada in 2008, although exact figures were not provided. Sales of Dos Equis said to have increased by 22% at a time when sale of other imported beer fell 4% in the U.S.

      The Most Interesting Man in the World - Wikipedia, the free encyclopedia
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      • Profile picture of the author max5ty
        Originally Posted by Mr. Subtle View Post

        According to the company, U.S. sales increased each year between 2006-2010 and tripled in Canada in 2008, although exact figures were not provided. Sales of Dos Equis said to have increased by 22% at a time when sale of other imported beer fell 4% in the U.S.

        The Most Interesting Man in the World - Wikipedia, the free encyclopedia
        Thanks for the info.

        Here's one of the sources I was using.

        'Interesting man' ads lift Dos Equis sales by 17%

        Another interesting thing is that the previous DOS EQUIS ads received so much blow back from groups calling them sexist, that the ads were pulled.

        The latest campaign is the one Heineken originated.
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        • Profile picture of the author RickDuris
          Where I discovered the Hathaway similarities:

          Angel Suarez: The Secret of Writing Limpd*ck Copy

          He makes a good point.

          - Rick Duris
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          • Profile picture of the author Doceye
            I stand by what I said. You have no business in this business if you can't even be bothered to take the slightest amount of time to go research something that will broaden your knowledge.

            I mean, aren't you folks here, at WF, to learn more about the world of copywriting? Past, present and future?

            Did it escape the notice of the people who complained, that the OP is a pretty well known dude in the copy business? Was that not enough incentive to make you want to throw your pole over your shoulder and go a'Googling?

            Or is that something else we're supposed to spoon-feed the uninformed too?

            I don't care if you're from Mars ... the idea that everything has to be packaged up and delivered on a silver platter is just wrong. It is a fundamental and serious flaw of this odious era of entitlement we live in.

            Do the work ... period, dot.

            Whether it's the project you're currently working on or just seeing bread crumbs (as above) that just might lead you to become a bit more knowledgeable with a teensy amount of effort.

            Do the work.

            I'm flat blown away this ever became anything resembling an issue.

            Sheesh.

            Doc
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            • Profile picture of the author max5ty
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              • Profile picture of the author Doceye
                The post this references got deleted just minutes ago. Guess that renders this moot. But what the heck, have some fun, eh?

                Maxie,

                You'd better reread Mal's first post. He used the word "hell" in that missive and I'm about to fall completely apart because of it.

                Since then, I've been knitting my brows so vigorously I've had to paint them back in ala a Juggalo.

                Okay. Back of the class. Go Google that. We'll wait.

                Further, somehow in the teeming, PC, Orwellian underbelly of this forum my little excoriation from earlier in this post earned me an "infraction."

                And I'm so upset that I've now gone and knit my mustache off.

                Now what am I supposed to do?

                (Lip quivering, tears starting)

                An infraction. Really? I mean, where do I pay the fine? Do I have to go through with my old promise to kiss Mal on the lips? Or will this self-inflicted public caning suffice?

                I just don't know what to do. Oh me, oh my.
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                • Profile picture of the author Pusateri
                  Hey, Doceye! Why not start an ICP thread as revenge? Violent J actually has some worthwhile marketing insights.
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                  • Profile picture of the author Doceye
                    All in good fun, my fellow scribblers. I hurl false invective.

                    I didn't really pull all the hair off my face. Although I thought about it. But I changed my mind because I was worried no one would recognize me tomorrow morning opening presents and they'd give me the wrong stuff.

                    But I am now saddled with this onerous infraction. And I had a perfect permanent record before. And since Max has the kind of bread only Bencivenga and Makepeace possess, I'm asking him for a, ahem ... short-term loan, to pay off the ticket.

                    Actually ... all I'm really trying to do here is get Mal's attention. He seems to have gone MIA. Probably down in the bunker watching Patton again in the nude.

                    "Yoo hoo, Mallie ... I'm over here by the mistletoe."

                    "Mal? Mal ... where are you?"

                    "Now where in blazes is that man hiding?"

                    "And why's the front door wide open?"

                    Doc
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    • Profile picture of the author The Copy Nazi
      Banned
      Originally Posted by max5ty View Post

      My thoughts were that although the ads were interesting, they wouldn't do that much good.
      You thought it had no "legs" huh?
      Mr. Goldsmith, 73, a longtime journeyman actor but never a star, is now so big that Michael Jordan recently asked to have his picture taken with him. And Dos Equis, once a low-profile brand sold mostly in Texas and California, has become the country's sixth-largest imported beer. The surge is largely attributable to the James Bond-meets-Ernest Hemingway character Mr. Goldsmith plays, who is so revered that, as one ad says, "if he were to pat you on your back, you would list it on your résumé."

      As the campaign enters its sixth year, Ad Age sat down with Mr. Goldsmith and the Dos Equis team to talk about their success while getting a behind-the-scenes look at the production of new spots that will roll out this month. With a few new wrinkles that include exposing The Most Interesting Man's "dark side," the commercials seek to maintain momentum for Dos Equis, which gained 15.4% in U.S. shipments last year, vs. 2.7% average growth for the top 10 imports, according to Beer Marketer's Insights...



      The campaign went national in 2009 and quickly found its way into pop culture. Dos Equis sales soared, more than doubling between 2006 and 2011 to more than 15 million cases, according to Heineken USA. The campaign has stuck to the same formulas even as it has passed through multiple brand directors and agency executives.
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  • Profile picture of the author John_S
    Ever notice Ogilvy's...

    At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock
    Is similar to the 1933 Pierce-Arrow...

    The only sound one can hear in the new Pierce-Arrows is the ticking of the electric clock.
    This guy probably did. And maybe these guys.

    We saw sales volume grow by double digits, and despite the recession the brand has continued to accelerate in sales; so yes, we've definitely seen a positive impact to the bottom line.
    -- Making of the Dos Equis "Most Interesting Man"
    Cryptic: It's not that a blind pig can't find the occasional truffle. It's about finding truffles consistently and effectively.
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  • Profile picture of the author Jason Kanigan
    Well not everyone was confused by the references.

    And I drink Dos Equis when I'm not feeling the need for a low-cal beer. It's very clean. But I drank it before Mr. Most Interesting came along, so it wasn't because of the ads.
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  • Profile picture of the author BlackMetal
    The hathaway shirts is a good example of Seth Godin's purple cow.
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  • On the set with The Most Interesting Man in the World:

    On the Set with The Most Interesting Man in the World | News - Advertising Age

    About their customer:

    What Dos Equis was looking for was a lead actor for a campaign that would break the beer-advertising mold. While so many spots featured fancy cars, hot babes or exotic locations, the Dos Equis team discovered that "more than anything else, [drinkers] really wanted to be seen as interesting by their friends," said Senior Brand Director Paul Smailes."
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author Steve Hill
    By coincidence, this article about the Most Interersting Man In the World popped up on my daily radar today:

    How the Most Interesting Man got that way
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