Mojo HD, Dos Equis Look For Series ‘Assistant’


Mojo HD and Dos Equis have poured the precepts for an original series scheduled to bow on the network this fall.

Inspired by Dos Equis’ “Most Interesting Man in the World” campaign, Mojo HD has begun production on five episodes of MIA: The Most Interesting Assistant to premiere in September.

The beer marketer’s ad campaign is based around the insights and lifestyle of The Most Interesting Man in The World, its charismatic, fictional spokes-character.  Last month, Dos Equis announced that Steve, the fictional assistant to The Most Interesting Man in the World died tragically in the course of his duties. 

Now, Dos Equis is searching for his replacement through in-bar events, online, print and radio, with the MOJO HD show complementing those efforts as it travels worldwide to discover candidates who possess the rare qualities that could make them eligible for the enviable position.

Hosted by media personality Shanon Cook (CNN), the show will engage the wanna-be assistants in a number of entertaining challenges, testing their intelligence, physical endurance, patience, social graces and good humor. Only then will viewers find whether the “late” Steve can ever truly be replaced.

The series is being developed and produced by MOJO HD and Creative Bubble Productions in conjunction with Euro RSCG, Dos Equis’ ad agency. MediaVest, Dos Equis media agency of record, approached Sony Pictures Television, the network’s ad sales rep, about the collaboration, which is also extending to the broadband and promotional arenas.

“What really caught our attention was the way Dos Equis incorporated storytelling into their new campaign.  The MIM campaign was a perfect fit with MOJO HD on so many levels,” said Emilio Nunez, Mojo HD’s vice president of programming, in a statement.”Through the campaign’s smart sense of humor, its stylish execution, and finally its celebration of spirited adventure, it touches on all of the attributes that are at the core of Mojo HD’s programming model.  We quickly recognized that this was a unique opportunity to take brand integration to a whole new level.”

Added Dos Equis vice president of marketing Kheri Holland Tillman: “The Mojo HD series is the perfect extension of ‘The Most Interesting Man in the World’ campaign. The series will bring to life the character and core attributes of the Dos Equis MIM campaign, so our consumers will have the opportunity to engage with the brand in a new way. We are taking an all-encompassing and through-the-line approach to the campaign this year, and the Mojo HD program is an innovative and exciting component.”