Several years ago, Dos Equis woke up consumers and the beer industry by introducing the iconic “the most interesting man in the world.” It was a brilliant idea: this classy man, of ambiguous but almost Latin ethnicity, was a successful silver fox, captured on each ad spot while savoring the bounties of fine earthly living, speaking succinctly with authority and righteous pomp to consumers that can only dream of his lifestyle, the pinnacle alpha male, winning, with gorgeous super models vying for his attention.

The Most Interesting Man in the World was exciting, his superiority over money, women, and life offered us a good reason to enjoy an ice cold beer, regardless of our station in life – because a real man’s beer is the least we can do to live well.

Further success of this campaign was brought about by the amazing tagline/slogan: “stay thirsty my friends.” This wise man through whom we live vicariously gave us, his friends, the advice to drink Dos Equis when thirsty. And we drank it up. If this all sounds sarcastic, it isn’t, because successful advertising makes consumers think differently, often irrationally, in favor of the brand…and this advertising team rocked it.

Today, in May 2014, the NBA Playoffs bring us several alcohol ads, and the Dos Equis team did it again. The Cinco de Mayo themed advert finds The Man telling us not to rush to “cinco,” rather start with the realistic “dos,” two gorgeous women at once that is, as he slowly scans the super models flanking him at his go-to pimp spot, a fancy restaurant booth. Well done. But that’s it.

Before this latest ad we were hit with a series of lackluster The Man ads by Dos Equis. You know, there comes a time where the audience picks up on gimmicks, if you don’t stop while you’re ahead, gimmicks will backfire.

Marketing campaigns and brands have a shelf life, so we often have to reinvigorate them with innovative campaigns and re-position them – Lego is a strong contemporary example. Customers don’t want to be sold, they want to buy. The old man is aging,  maybe he’s a broke waiter sharing a condo with two roommates, he cleans up nicely, talks a good game, we still have to refer to him with a seven word title…doesn’t he have anything better to do than hang out in the same restaurant booth every weekend, giving couch potatoes advice, and picking up hot chicks? Okay, wait…

Heineken is throwing massive lavish multicultural soirees, Smirnoff is hosting hot local house (and train) parties, Corona is still rocking the beach life campaign, and Nike inspiring people to reach their goals.

Stay thirsty my friends.