Goldsmith as The Most Interesting Man in the World (Courtesy of Euro RSCG Worldwide)
The DOS EQUIS “The Most Interesting Man in the World” ad campaign first began appearing in the United States in 2006. The spots were conceived as a tongue-in-cheek exaggeration of commercials that hope to hook consumers by associating their product with a “cool” spokesperson who is admired or envied by the viewer. Jonathan Goldsmith portrays a character who is ridiculously suave, “lives vicariously through himself,” and avers that he doesn’t even drink beer very often. We see him cliff-diving in Acapulco and splashing down in a space capsule, among many other unlikely adventures, in footage that looks and feels like the right vintage.
The campaign achieved what every marketing mind dreams of: it has become a cultural phenomenon. Not incidentally, U.S. sales of DOS EQUIS beer increased every year from 2006 to 2010, and in Canada, sales tripled in 2008 alone.
Pearl Jam Twenty, Cameron Crowe’s retrospective of the rock group’s first two decades, debuts The Hollywood Reporter said that the film was “among his most effective and deeply felt work.” Crowe, an Oscar® winner for the screenplay of Almost Famous, blended archival footage and new interviews to tell the story of the band’s genesis in the Seattle grunge scene, its rocket to stardom, and its subsequent search for wisdom and balance.
The filmmaking team included cinematographer Nicola Marsh and editor Chris Perkel. Perkel says that the brain trust behind the film knew that format was a key decision.
A common anecdote among cinematographers is how the Super 8 films they shot during their youth put them on their career paths. Today, the way filmmakers use Super 8 film has evolved. Their passion for the format has grown, and the diverse uses of the film can been seen in hundreds of commercials, dozens of theatrical releases, as well as music videos and television shows. Film is also the only proven archival medium.
A new book, "The Power of Super 8 Film," takes readers on an 80-year journey through the history of the small-gauge format, which began as a visual storytelling medium for hobbyists during the dawn of the 1930s. Written by Phil Vigeant, the book cites an impressive array of contemporary cinematographers, directors, actors and musicians who have honed their artistic instincts shooting 8 mm films. These filmmakers are also inspiring the next generation of filmmakers to continue this practice.