I don't always like commercials, but when I do, it's because they're f-ing genius.

Surely you've seen the "Most interesting Man in the World" spots for Dos Equis by now. The ones with the gray-bearded man presumably in his fifties or sixties engaging in various Hemingway-esque pursuits ranging from bokken sparring to bench pressing Asian women at parties. The voice-over at the beginning of the commercial lets you know, "His reputation is expanding faster than the universe" or "The police often question him just because they find him interesting." "He once had an awkward moment just to see how it feels. He is the most interesting man in the world." The spot wraps up with our hero sitting at a table flanked by beautiful women. "I don't always drink beer, but when I do, I prefer Dos Equis. Stay thirsty, my friends."

This campaign by EuroRSCG is genius because rather than appealing to the lowest common denominator with ads showing poor saps drinking swill and trying to hook up with women, this campaign appeals to a more sophisticated crowd—interested in actually being interesting rather than feigning it in order to attract the opposite sex. They're pushing an image rather than the product—which is nothing new. It's just that this is so damn cool. The suave older gentleman, played by Jonathan Goldsmith, is brilliant. Perhaps the best thing is his actual endorsement, which is pretty non-committal. Almost in passing, he tells you, "I don't always drink beer ..." Huh? You'd better get out there and peddle that product like you mean it, buddy! Nope. He's just letting you know that as part of his general awesomeness, he happens to put down a couple of Dos Equis every now and again, and he'll do it when he's damn good and ready.

Now get out there and pilot a motorboat filled with beauty-pageant contestants by moonlight, arm wrestle a Cuban military officer, or release an enraged grizzly from a bear trap, and grab a Dos Equis when you're done. 

Twitter too ... brilliant! twitter.com/Dos_Equis_Guy