was when Dos Equis ran the 'Most interesting Man in the World' ad series. After the first few ads ran they set up a website and fans of the advertising campaign submitted ideas for his lines.
The ad campaign was apparently successful because they picked the perfect kind of guy he was supposed to be. 'Interesting' proved the be a perfect choice.
He wasn't the biggest, strongest, smartest, best looking or badass. He was the most 'interesting' man in the world. It proved to be a perfect choice.
The early ads were pretty good, too. Actually they all were but the early ones had grainy black and white flickers of some really off the wall stuff. One had some guy chopping a hole in the ice of a frozen body of water and the instant the hole was chopped and cleared a guy clad in an old fashioned union suit popped out of it from under the ice carrying a couple of good sized fish and just walked away.
At work and in places men congregated someone would often bring up the latest ad and everyone would either grin or counter him with a funny line from another ad.
"The police question him often because they find him...interesting."
They ought to have found him interesting because he speaks fluent French...in Russian.
Here's a few:
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