Here's the reason these ads don't work for me: Dos Equis is from a land of mystery in the first place. Even it's name is in a language that I largely don't understand. There's a lot I feel like I should know about Hispanic or Mexican culture, but don't.

When I saw these ads, I thought "Oh, man, everybody in Mexico must know who this guy is, and probably lots of Americans who pay attention to international culture. The fact like I don't recognize him makes me feel 1) dumb and 2) like an outsider."

This turns me off to the beer because the clear message is that I'm not the intended audience since I don't recognize the spokesman. It's the same feeling I get when I see an ad for golf clubs and don't recognize the golfer: "Who's that guy? I guess I don't know because I don't play golf. Which explains why I won't be buying these clubs."

It's not a Mexican celebrity, it's an actor. I think the creator of this ad was not thinking about Mexico at all, although giving the title man an accent was a nice touch. The ad is piggy backing on the notion that Mexican beers are better and 'cooler' than domestic beers. The unwritten message of the ads is that most people might ask for corona, but to drink dos equis betrays a certain sophistication and eccentricity--just like the most interesting man in the world!

Personally, I enjoy the ads. I think they are funny and likeable, especially the one about pick-up lines. I think it'll work. When you think about it, it's surprising more Mexican brands haven't started ad campaigns in the US