New Wieden & Kennedy Campaign Owes Much to Dos Equis' 'Most Interesting Man'




NEW YORK (AdAge.com) -- The "Most Interesting Man in the World" has met his match. Well, not really (that's impossible) but Heineken's "The Entrance" is the cornerstone of a new web campaign from Weiden & Kennedy that topped the Viral Chart last week with more than 2 million views.


The 90-second video, featuring a man with over-the-top timing and grace, is supported by several others that give humorous back stories to the scene: "Kung Fu Comback," "The Man with the Eye Patch," "The Perfect Gift" ... you get the idea.

Also new to the chart is another spot, or more accurately a mini-movie, for Lego called "Brick Thief," a sequel of sorts to "Lego Cl!ck" launched almost exactly a year ago, and also created by Pereira & O'Dell. Maybe it's me, but these videos seem incredibly high-budget for something made for the web, a sign of the growing importance of this kind of brand marketing.

The third newcomer was National Geographic Magazine's "7 Billion," a three-minute video promoting a year-long project on global population growth.