For whatever reason, and there are plenty of theories out there, the proverbial big idea is a rare commodity in advertising nowadays. (Some even argue that it’s dead, but that’s a blog entry all it’s own.) The kind of idea that creates longstanding meaning for brand, sets it apart from the competition, and galvanizes customers. Truly, they are few and far between.

The Most Interesting Man in the World is just that kind of rarity. This immeasurably popular Dos Equis campaign is a beacon of originality in a sea of sameness. Not only is the protagonist a gray-haired father figure, the seen-it-all “life connoisseur” openly admits that he doesn’t always drink beer. Compare that to every other beer commercial and Dos Equis shines like a beacon in the cluttered aisles of supermarkets, too.

In fact, during a time when imported beer sales have dropped 11%, the man who “once had an awkward moment just to see how it feels” has helped Dos Equis boost their sales by 17%. From TV and radio spots to online advertising to viral videos, this tightly integrated campaign is a testament to the power of big ideas and the value of branding. Especially in tough economic times.

Read the Full Story at AdAge