In 2006 Mexico-based brewer, Cuauhtémoc Moctezuma Brewery, hired marketing firm Havas Worldwide to create a campaign for their brand Dos Equis. What followed shows the response of popular culture to creative advertising. The created persona has sparked a marketing whirlwind and internet sensation:
The Most Interesting Man in the World
When describing the campaign’s purpose and the creation of their character, the firm said, “He is a man rich in stories and experiences, much the way the audience hopes to be in the future.”
I had to read that line a couple of times. A man rich in experiences…the way the audience hopes to be.
I think the overwhelming response to the ad shows that the firm’s assumptions were right.
Wouldn’t we love to ignite the hope inside of us that we could be interesting?
Wouldn’t we hope that we could be rich; monetarily or otherwise?
I believe so, but when that light of hope seems dim, we choose one of two responses. We escape and laugh to cover up the pain that we’ll never be that way. Or, we fight. We fight to mimic the suggestions of adventure and excitement. We find solitude in his words, “Stay thirsty my friends.”
In my own life I’ve seen this struggle at war; a battle to define my pursuit.
The question is, what do I stay thirsty for? Alcohol? The Good Life? Fame? Status? Monetary Flourishing?
This was an incredibly important question I had to answer.
Thirst for Knowledge
I’m not sure if you read the Bible or what you think about it. For many years it was present in my life, but more like a Hallmark Card. I’d go to it in a time of need, hopefully to grab some encouragement, but I never really studied its content; I never sought the wisdom within.
However, as I began reading I felt drawn to its truth and found hope in its words. They made me feel truly alive.
The book of Proverbs provides us encouragement to seek knowledge and wisdom above all else with the promise that they are “far more precious than rubies.” As I continued to read, the longing for more was real. I was thirsty.
Then I read about an interesting man who claimed to walk on water, calm storms, heal the sick, and raise people from the dead.
He lived a life rich in stories and experiences.
His name was Jesus.
The Most Interesting Story in the World
Some view the Bible as a rule book, some possibly view it as a fairytale. However, former atheist C.S. Lewis said this:
“Christianity if false, is of no importance, and if true, of infinite importance. The only thing it cannot be is moderately important.”
As the story of Jesus unfolds, he turns water into wine, feeds five thousand with a basket of fish, walks on water, calms storms, and heals the sick. Moreover, he claims to be the Son of God, a Savior for the world. Before you know it, a movement is happening and crowds follow him everywhere.
Then the strangest thing happens. Jesus suffers one of the worst deaths imaginable at the hands of the religious people of the day, all out of a proclamation of love. A truly tragic story. And, in most stories, at that point, everyone goes home; the story is over. But that’s not how this story ends.
This interesting man was not a fictitious marketing campaign.
Three days after He died, Jesus rose from the dead – forever conquering sin and death. And, we have eyewitness accounts recorded throughout history to attest to this truth.
Ponder this: Jesus only spent thirty-three years on earth but His story has created a ripple that has changed the course of our entire world.
I’m finding my thirst for true richness is only quenched within the words of His story.
Do You Read the Bible?
One of Jesus’ followers was a man named Paul. He saw Jesus; he touched Him and he believed. Paul believed so much that he was beaten, imprisoned, and ultimately suffered death while he was spreading this Good News, this message of hope.
Paul wrote these words:
“God has chosen to make known among you the glorious riches of this mystery, which is Christ in you, the hope of glory.” – Colossians 1:27
Paul’s words give us ultimate hope; the riches of Christ in you, the hope of glory.
I go back to C.S. Lewis. These words can’t be moderately important. If they’re false, it won’t matter anyway. But if they’re true…
I think the creators of the ad campaign were on to something; the hope within all of us. Truthfully, The Most Interesting Man in the World is right, richness is waiting. However, I don’t think our thirst is quenched by beer or monetary success. On the surface, it could be enjoyable, but inside we’re left empty.
Rather, we must thirst for the truth of the knowledge of God revealed through His Spirit in each of us.
I’d ask you this: what are you thirsty for?
Before He died, Jesus said this:
“Let anyone who is thirsty come to me and drink. Whoever believes in me, as Scripture has said, rivers of living water will flow from within them.”
With that in mind, stay thirsty my friends.