It’s not often you see an agency fete a longtime client after that client has decided to seek new pastures, so you have to admire the way Havas has chosen to handle the situation.
Havas took out a full page ad in the new issue of Adweek to say goodbye to Dos Equis—who had been with the company since 2006—and wish the brand well as it embarks on a new creative future with Droga5.
The ad, with the words “Adios, mis amigos” emblazoned across the top, lists all of the awards and kudos earned by the “Most Interesting Man in the World” campaign since 2008.
In March 2016, Havas “retired” the Most Interesting Man character, memorably played by 77 year-old actor Jonathan Goldsmith, by literally launching him into space.
The character returned in a younger form (now played by actor Augustin Legrand) last September, but his future is uncertain now that Droga5 has taken the creative reins.
Whether you see this as a classy "good luck" to Dos Equis and Droga5 on their future together or a sly "good luck" to their odds of matching this level of success, Havas' move is definitely going to stir the pot within the industry.