I'm a big fan of quotes. I have a section in my journal titled "Things I've Heard Other People Say That I Like" where I record quotes from famous people or friends. I also have a piece of paper taped onto the wall beside my bed, so that way — when reading late at night — I can remember a quote that I like. Heck, I even have a tattoo of a Jack Kerouac quote on my right thigh.
A quote that I read and quite liked recently is from the actor Jon Hamm. When speaking about the ending of Mad Men, Hamm said, "It is nice when things end. That is what stories do - they end. It is hard to write endings and it is hard to come to the end of things, but I think when it is done right, it is a very satisfying way to appreciate something.”
In commercials and marketing campaigns, satisfying ends are hard to come by. First of all, this is likely because not all campaigns commit to an explicit narrative. However, this can also be because marketers jump from one campaign to the next, not necessarily offering closure or satisfaction for their audience.
One company in recent memory that tried to create an ending for a campaign was Dos Equis beer. By this point, most are aware of the iconic "Most Interesting Man in the World" commercials where the Mexican beer company would say things about the titular character like, "His mother has a tattoo that reads ‘son,’" or "If opportunity knocks, and he’s not home, opportunity waits." or "Sharks have a week dedicated to him." Then, at the end of each commercial, the star would sit around a table with a couple women and say the memorable line, "I don't always drink beer. But when I do, I prefer Dos Equis. Stay thirsty, my friends."
However, in 2016, Dos Equis decided to retire the original most interesting man. This was a surprising decision, given how popular the original Dos Equis ads were. Dos Equis said they needed to "reboot (the character) in a way that's relevant for today's drinker so the brand doesn't get stale."
While the new campaign featured a similar premise, it included a younger man of action; as opposed to the original star basking in the glory of past accomplishments. Perhaps, this is what the best kind of ending is: simply a commitment to the present.
It is likely that Dos Equis only had the ability to make this change because their ads were SO popular. It is not like the brand had to worry about slipping into obscurity (being a big piece of meme culture and the overall zeitgeist). Such a change is an admirable attempt, in my opinion. Dos Equis showed a real commitment to not only their narrative, but the investment of their audience. As Jon Hamm said, endings are hard to write, but that's what stories are supposed to do.
However, I believe it remains up to personal opinion on whether or not Dos Equis decision was a satisfying ending, or just another lackluster reboot. I say this because, while the new commercials are slightly different, they do rely on a similar structure and humor to the originals.
Here are two of the ads, for your comparison:
Stay thirsty, my friends.
