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Broken Chip

Industry: Alcoholic drinks
Market:United States
Style: Minimalism

(MUSIC: Ominous strings)Will: If you were to attend his Cinco de Mayo party, you’d feel compelled to list it on your resume. It’s been said the he in Mexico is actually referring to him. There’s a 92% chance a woman will faint anytime he plays the maracas. Montezuma would never take revenge on him.Will: He can roll a burrito with one hand. He has at least four stories about Tijuana that he can tell in polite company. He has never broken a chip in guacamole. He is, the Most Interesting Man in the World.(MUSIC: Changes to Dos Equis theme)WILL: This year, spice up your Cinco and crack open the crisp, cold taste of Dos Equis. (SFX: Bottle being opened)LEGAL: Enjoy Dos Equis responsibly. Imported by Cervezas Mexicanas, White Plains, New York. Copyright 2017.MIM: Stay thirsty, mis amigos.

This first radio advert for the new Most Interesting Man in the World further solidifies why he's worthy of the title. Whether he’s evading Montezuma's revenge or hosting the most epic Cinco de Mayo party, audiences continue to learn more about the legend of the MIM. Timely references keep the brand top of mind during the key selling period of Cinco de Mayo, and connect to Dos Equis' through the line Spice up Your Cinco campaign.

The script contains several subtle nods to Mexico and Cinco de Mayo. For example: the second line references the correct Spanish pronunciation of Mexico, and the fourth line alludes to Montezuma's revenge, a current-day illness that plagues tourists.
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Account Supervisor:
Production Company:
Other credit:Entrant Company: HAVAS NEW YORK, USA
Media Agency: MEDIAVEST|SPARK, New York, USA
Executive Producer, Jill Meschino, Havas New York
Group Account Director, Chris Budden, Havas New York
Sound Engineer, Peter Holcomb, Sound Lounge
Sound Engineer, Tom Juracone, Sound Lounge
The One Show 2018
Merit Radio
Craft / Writing - Single
Cannes Lions International Festival of Creativity 2017
Shortlist Radio
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