Dos Equis' Super Bowl Ad Is So ‘Interesting' it Costs $8M Just to Watch It
Dos Equis has concocted another clever "Most Interesting Man in the World" campaign. And this one is going against the grain against the rest of the Super Bowl LX commercials.
According to Statista, the average cost of a 30-second ad costs advertisers a whopping $8 million. That's a huge increase since 2015, when a 30-second ad cost advertisers $4.3 million.
For this Super Bowl campaign, Dos Equis is going against the grain. The popular beer brand is asking, yes, asking, the network to pony up a cool $8 million for the privilege of airing its "Most Interesting" ad.
"When he makes a big game ad, he doesn't pay to air it. The network pays him," Dos Equis proclaims in the campaign it started teasing in the days leading up to Sunday.
Fans of "The Most Interesting Man in the World" were chomping at the bit to see what the beer brand has in store for the slate of Super Bowl commercials airing Sunday.
The anticipation immediately started after Dos Equis brought back Jonathan Goldsmith to reprise his role as The Most Interesting Man in the World, who returned to the airwaves during the College Football Playoff National Championship Game last month.
Related: Exclusive: The Most Interesting Man in the World Jumped When Dos Equis Asked Him Back
Interestingly, Dos Equis dropped a video detailing the exact steps network executives will need to take to access the $8 million spot: request a briefcase, select the preferred currency, and tap to pay. The briefcase accepts major credit cards and coins, too.
"We don't always write extensive, ironclad, indisputable terms and conditions…. But when we do, they’re exactly 12,219 words long," the marketing campaign touts.
The teasers have been flowing leading up to Super Bowl Sunday. It'll be interesting to see what they finally roll out.