The Most Interesting Man in the World is at it again.
The Dos Equis ad icon has entered the world of virtual reality in a new three-minute ad that the beer company is showing around Houston and the Southwest U.S. just in time for Halloween — and it's pretty amazing. At least that's what the normally blase CultureMap staff thought when a brand rep stopped by the office to show the film, which can only be viewed with an Oculus Rift virtual reality headset.
The tag line: "Things are always more interesting when you wear a mask."
The short 3-D film simulates the experience of attending a masquerade party hosted by TMIMITW (actor Jonathan Goldsmith) in a mansion with glamorous guests that include scantily-clad women and a Buddhist monk.
Thanks to the headset's technology, TMIMITW and friends look directly at you when they speak. With a turn of the head while wearing the goggles, you can see all parts of the room and its lush interior, observer other party guests and even jump in terror when a leopard suddenly bursts in and growls. The tag line: "Things are always more interesting when you wear a mask."
The experience is a hint of things to come as such technology will be available for purchase soon at stores carrying the Oculus Rift Dev Kit II or Samsung Gear VR.
For the next two days, Dos Equis representatives will be at two Houston-area bars with the Oculus Rift headsets and film. They will make stops at the Front Porch Pub in Midtown on Wednesday night and Mojo's Sports Grille in Humble on Thursday with the headsets to give those of legal drinking age the chance to experience the video.
It's part of a promotion for the brand's Grand Masquerade event in New Orleans on November 22. Everyone who watches the clip will have the opportunity to register for a chance to win an invitation to the party, with an appearance by TMIMIT and a performance by Q-Tip.
Can't make it? If you help TMIMITW find his little black book in this interactive clip, you're also entered into the contest (hint: stay downstairs).
Or watch this trailer for more information: