So, this man is completely wrong. Good job. What a stretch of an article that proves completely useless and misleading.
He states that the new Heineken light ad is a rip-off of the Dos Equis most interesting man in the world. The writer of said article, Avi Dan, states that the commercial opens on a man “who could easily be ‘Son of the Most Interesting Man.'” But if anyone who watches the ad (please, readers of off-base article, watch the ad!) can plainly see, the video is not focused on the man, the man is merely the wearer of what is deemed important in the ad–the snake skin jacket. Dan claims that the ad depicts the wearer of snake-skin jacket as “worldly, confident and adventurous.” Let’s compare the activities done by the protagonist in these commercials, in the Heineken light ad snake skin jacket dude goes to a job interview, plays golf, and gives the dueces to the bet taker. Yes, attending a snake fighting boat excursion falls into those other categories, but it is merely the event that drives the concept home. The other events do nothing to showcase his worldly, adventurous persona. Have you ever woke up and thought, “today I’m gonna be real adventurous at my job interview!”? Probably not. Compared with The Most Interesting Man in the World emerging from a thick sheet of ice in his pajamas, fish in hand; exploring caves; and sword-fighting with samurais, I can hardly agree with Dan that the two are comparable.
The line sums up the ad at the end, “There are some things best saved for the right occasion,” plays off the idea that a light beer isn’t best for all the time, and trying to market it as such is a mistake. The snake jacket is a one time thing here, while the most interesting man is a recurring character. The concepts are completely different. The man and events are insignificant in this case. The wearer of jacket creates precarious situations for himself by wearing the fashion faux-paus to a job interview and to the golf courses. But the same idea works if you show a woman in a wedding dress. It’s a concept that works with multiple different executions, thus different than the The Most Interesting Man.
Essentially, Dan is wrong because the big idea in each advertisement is different. The big idea in the Dos Equis ad “most interesting man only drinks Dos Equis.” The big idea for the new Heineken ads is, “some things are only good in certain situations.” Dos Equis idea is more comparable to Old Spices’ “Smell Like a Man” Man, the big idea for that campaign being “interesting/good looking man only uses Old Spice body wash.”
Dan must be confused because the tone of the ads are the same, but that’s where the similarities end.
All right, now I have to sign up for a Forbes account so I can put this as a comment on the article. So frustrating. Here are the videos to compare: