Dos Equis is launching an irreverent marketing campaign in the US, to find a new assistant for the Most Interesting Man (MIM) in the World.

The national search will kick-off tomorrow (23 April) and will look to replace the MIM's former assistant, Steve, who was "killed in the line of duty".

"Dos Equis prides itself on being the most interesting beer on the market today," said Lisa Pfenning, Dos Equis brand director. "Now we are looking to find an individual who brings to life that "interesting" quality that Dos Equis and the Most Interesting Man in the World embody and bring honour to all assistants around the world."

To commemorate and honour Steve, who met his demise in an "unfortunate archery accident", a New Orleans style funeral procession will take place in Austin, Texas later this week, to mark the start of a year-long search for the MIM's new assistant.

In support of the assistant search, new advertising for the MIM campaign developed by advertising agency Euro RSCG New York launched earlier this month, featuring new Dos Equis television, print, radio, digital and out-of-home ads.

The advertising highlights the MIM and his advice on topics such as cologne, conversation, life and grooming. In a new ad "On Life," the MIM says, "It's never too early to start beefing up your obituary."

The new creative executions, which include seven TV ads and three radio spots, build upon the Dos Equis MIM advertising campaign that initially launched in 2007.

Dos Equis is owned and produced by FEMSA, with Heineken USA handling the importing, marketing and selling of the beer brand.