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After Dos Equis, Here's What's Next For 'World's Most Interesting Man'

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This article is more than 8 years old.

Jonathan Goldsmith has left the planet. The actor known for playing The Most Interesting Man In The World finishes his stint with a final Dos Equis commercial that sends him to Mars , opening up new frontiers. Among them is his first book: a memoir that also doubles as a how-to guide for becoming truly interesting.

"It's been a wonderful experience," Goldsmith says of his time as the beer's brand ambassador. "But there were opportunities I couldn't take advantage of - now I can. One door slams, and sometimes ten more open."

His final commercial, "Mission To Mars," can be seen below. It gives the Most Interesting Man a fitting send-off as he embarks on his one-way trip to the red planet, complete with a gaggle of monks, a biker gang, tiara-ed royalty, and a lone wolf howling its farewell.

With his Hemingway-meets-Bond worldliness, Goldsmith became a poster child for modern branding success. The character spawned a massive fanbase, who in turn created and shared thousands of viral videos and memes, and Dos Equis sales skyrocketed— a 116% increase over five years. It was a return to form for the actor, whose life was rags-to-riches-back-to-rags until he landed the gig. [For our full profile on Goldsmith and his very, very interesting life, click here.]

The departure is part of a strategy to expand the brand's appeal. "The character’s story is bigger than one individual,” says marketing VP Andrew Katz, hinting at a potential team of Interesting Men and Women, Avengers-style. 

For his part, Goldsmith doesn't seem to be taking it too hard. "We were aware they might go in a different direction—it wasn't my decision, but I've had a magical ten years representing the brand."

The departure, however, may not be quite as rosy as all that. Goldsmith's former agency is suing him for commissions owed, and he is counter-suing. He claims that by disclosing certain terms of his 2012 contract with Dos Equis, the agent "jeopardized his future as the spokesperson for Dos Equis beer." The actor makes almost $1 million a year for his work with the brand and is set to cross that threshold in 2016 as he departs.

It's hard to believe the legal issues and Goldsmith's departure aren't connected. Even if Dos Equis was planning to retire the character, Goldsmith's own counter-suit suggests it was catalyzed by this unspecified disclosure.

But the actor declined to comment on the lawsuit, instead highlighting his next venture: a book, tentatively titled Before I Was Interesting. "It's part autobiography, part personal guide to success." Life lessons from the Most Interesting Man In The World? Sounds like an easy sell. "There is definitely a very receptive audience," Goldsmith laughs.

His humor and forward-focus is characteristic of his approach to life. "My father was a hero to me - and he taught me that a Goldsmith never gives up. So many of us let others determine what we are worth. It's our duty to make that determination ourselves."

When asked if he has children of his own to bequeath the same advice, he just laughs. "I've got five children, ten grand-children, and  seven great-grand children. Listen, everyone needs a hobby." And his is procreation? "That's why they're sending me to Mars. Somebody's got to populate it."

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