Humility can help you seem real

Starting back in 2006, Dos Equis ran a series of commercials featuring “The Most Interesting Man in the World”. If you’ve not seem any of them before, here is an example:

When reading Robert Carnes’ book “ The Story Cycle “, he made an interesting note about these videos and the bit of humility they always showed at the end (“I don’t always drink beer, but when I do, I prefer Dos Equis”). From his book:

“They had the clarity to know that a guy this interesting is going to prefer tequila. He’s not going to tie himself to one beer brand. They had enough humility to keep it realistic — at least as realistic as a guy who lives vicariously through himself.”

That quote reminded me of a post that I saw on LinkedIn a few days ago. A man from a local marketing agency posted this:

To be fair, it indeed piqued my curiosity. Was he going to talk about some services they didn’t offer? Maybe some industries they don’t serve? Maybe just something tongue-in-cheek? It turned out to be none of those; clicking “…see more” showed this: