The “Most Interesting Man in the World” may be gone, but the song remains the same.
In 2006, Dos Equis, a Mexican beer created in 1897, launched its now iconic ad campaign featuring a white-bearded actor. Up until then, most beer commercials featured young, average guys, often in bar and sports-related settings. Dos Equis decided to take its beer in a different, more sophisticated direction. The campaign made anyone who drank their cerveza feel extraordinary and became a pop culture phenomenon. Everyone from Jay-Z and to Florida Georgia Line has name-checked the beer in songs since (the country group actually has the smoothest line: Baby you ain’t nothin but a masterpiece / Swayin and sippin that Dos Equis.)
The long-running ad, however, was revamped in 2016 with a younger actor playing the character before being phased out earlier this year. In its place is a new, timeless catchphrase: “Keep it interesante.” Interesante, of course, is Spanish for “interesting.” That’s not the only element that remains.
Just as iconic as the actor in the commercials is the music. Hearing even a few seconds of the jangly Spanish guitar and rhythmic percussions will make you want to salsa your way to the cooler. It was featured heavily in the debut of “Keep It Interesante,” which aired in March and centered around the ridiculous stories people tell when drinking. Dos Equis came up with a few tall tales of their own, such as Abraham Lincoln wearing a tall hat so he could keep a Dos Equis under it and Dos Equis being served during the Battle of Puebla.
The theme music is also featured in a recent ad spot starring former football legend Steve Spurrier as “Head Beer Coach.”
How did the music come to be? That answer took some digging.
The theme is an original composition by Brett Fuchs who, at the time, was working for an agency called Berwyn Editorial. In a 2009 Post Magazine article, Fuchs says he was asked to create “something interesting and a bit Latin.”
With that open prompt, Fuchs set to create the piece, incorporating Spanish guitar and bringing in percussion players. “I wanted it to sound like classic salsa record because the commercials are supposed to look affected and old,” he said in 2009.
Now, the instrumental is unforgettable. That’s why when you grab a Dos Equis at Life is Beautiful, regardless of who’s playing on the nearest stage, your hips might just do a salsa sway out of habit.