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Heineken rolls out Dos Equis 'Keep It Interesante' campaign - video

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Heineken's US unit has updated its 'Most Interesting Man' creative in a new campaign for the Dos Equis beer brand.

The brewer said today that the 'Keep It Interesante' campaign "encourages folks to embellish their stories to keep friends entertained and engaged during nights out". The spot rolled out to the US this month, and is being supported by social media, digital, retail and out-of-home activations.

The new push follows the latest activation in Dos Equis' long-running 'Most Interesting Man in the World ' initiative, which stars Jonathan Goldsmith. The campaign first appeared around 2006.

"Throughout the decades-long production of this campaign, we have gone to real extremes to reinforce what it means to Keep it Interesante," embellished senior brand director Quinn Kilbury. "For the Battle of Cinco De Mayo scene, our director constructed a fully-functioning town that housed nearly 4,000 people, each of which were descendants of Moctezuma himself. Most of them don't appear on-screen, but he wanted to be faithful to every little detail."

Financial details behind the campaign were not disclosed. 

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