I think Dos Equis has jumped the perverbial shark.
Which is a shame, because "The Most Interesting Man in the World" is one of my favorite campaigns done in the last ten years.
But the radio spot I just heard leads me to believe they are running out of material (or the client/brand manager/copywriter/CD are drinking entirely too much of their product - if that's possible).
It's a Halloween ad.
And it is scary, all right.
Basically, it undoes in 30 seconds what they've been seeding for two years.
Way to go.
How did this happen?
How can a brand that gets it right for so long, go so so wrong?
Who went on vacation?
Or got fired?
And left this brand to fester in its own cleverness, until all that was left was tired cliches delivered in super-serious tones? About ghosts and chains and whogivesafuckwhat?
I am disappointed. And I am disinterested.