Dos Equis has consistently released advertising around the Cinco de Mayo holiday, and this year they’re extending the practice to its packaging, with a limited-edition Cinco Equis can available in select stores in New York and Texas.
The brand and its agency of record, Droga5, partnered with Funny or Die and comedian/actor Blake Anderson (known for roles in Workaholics and Game Over, Man!) for a pair of ads promoting Dos Equis, which trade in intentionally over-the-top humor.
The longer of the two spots centers around a goofy Cinco Equis theme song, informing viewers that it’s the “the same beer, but with more equis pulled from the equis mines of Alaska.” In case you’re struggling with the math, that adds up to “cinco more equis than any other beer.”
The ad ends with Anderson’s profanity-laced exaggerated anger over someone drinking a different type of beer.
Other spots riff off similar themes, with tongue-in-cheek references to the amount of equis and Anderson’s apparent disdain for any other beer. While clearly intended to be over-the-top self-parody, some viewers may take issue with the ads’ approach of turning Cinco de Mayo into a punchline and others may find Anderson’s violent outbursts a bit too much to swallow.
Read more at AdWeek: http://www.adweek.com/agencies/dos-equis-adds-tres-equis-for-cinco-de-mayo/