American actor Jonathan Goldsmith played the Most Interesting Man in the World in the Dos Equis beer TV commercials from 2006 to 2016. In March 2016, Dos Equis announced Goldsmith's retirement from the role and his replacement by French actor Augustin Legrand for the last two seasons.
As of March 2018, the new ad campaign Keep It Interesante (2018) for Dos Equis beer was produced to replace The Most Interesting Man in the World - TV Ad Campaigns for Dos Equis (2006).