RIC CANTOR Helms Comedic Spots for DOS EQUIS Relaunch Campaign

May 3rd, 2021

We’re all a little rusty at this socializing thing but after a few minor disasters, things are getting back on track. Interrogate director Ric Cantor captures the comically oh-so-real feeling of coming out of the lockdown with a new Ad Age-featured Dos Equis campaign that invites consumers to get a dose of everything life has to offer.

The ads introduce the brand’s new look and tagline “Get a Dos,” since ending its longstanding “Most Interesting” campaign. The first spot, aptly titled “PreGame,” offers a cheeky look at several young people shaking off the lockdown rust and getting back in the swing of the hang in a post-pandemic world.

With unpracticed hands making funny missteps along the way, Ric’s penchant for true-to-life comedy breathes a bit of optimism and levity into the everyday moments we have all missed over the past year, even if we’re still a little rough around the edges.

Also out is the sweet :06 spot “Pool Party,” which gives a glimpse of the excitement garnered from even the smallest amount of human contact. Keep an eye out for more spots from this campaign, coming soon!