Dos Equis, the Official Beer Sponsor of the College Football Playoff and the cerveza that single-handedly created the game itself, is keeping it interesante this season. Breaking next week, the brand unveils new television spots featuring coaching legends Les Miles and Steve Spurrier.
The ads are the latest in Dos Equis’ “Keep It Interesante” campaign, launched this past spring to give drinkers permission to embellish their stories to make for a more entertaining night out.
For college football season, Dos Equis enlisted Les Miles and Steve Spurrier to show the world how Dos Equis shaped every aspect of college football, with no help whatsoever. In a series of spots created in collaboration with Droga5, the coaching legends are spotlighted in ways fans will definitely recognise, but adding a fun, interesante twist.
The campaign is led by a ridiculous, Dos Equis-inspired halftime speech that supposedly led to the greatest comeback in football history. In other spots from the campaign, Head Beer Coach Spurrier is carried off the field wearing his famous visor, now enhanced with a bottle opener, while in another, Miles, a noted grass chewer, supervises the watering of the turf with Dos Equis, the only beer used to water every college football field.
The ads consist of a series of :15, :30 and :60 second spots, 12 in total, which will begin airing on TV and online August 30. The campaign will be supported by out of home, special in-bar signage plus game-day events and a specially designed, pigskin-textured can.
Dos Equis is also running a season-long promotion in bars across the country that gives consumers 16 chances — one per week — to win tickets to the College Football Playoff National Championship by snapping a picture of a Dos Equis bottle or can and texting the keyword XXFAN to 77000.
Source: Little Black Book