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Hasta la vista to The Most Interesting Man in the World. As Ad Age's E.J. Schultz reports, Dos Equis is sidelining its famous character. The beer brand replaced the campaign's longtime star, Jonathan Goldsmith, with French actor Augustin Legrand in 2016, and since then things have "not been the same," as Schultz writes. The brand is debuting a new campaign from Droga5 called "Keep It Interesante," which Schultz says is about the "kind of tall tales people might tell during a long night of drinking." One spot strings together a bunch of wacky claims, including that Abraham Lincoln kept a bottle of Dos Equis under his top hat. And also, that Lou Ferrigno, '70s and '80s star of "The Incredible Hulk" TV show, is the brand's founder.

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