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 Skip Ad Ad Loading... x Embed x Share Dos Equis doesn't always retire their 'Most Interesting Man,' but when they do, they send him to Mars. Here's a look back at some of our favorite one-liners from the thirsty spokesman. USA TODAY 
 
 Jonathan Goldsmith has portrayed Dos Equis' "Most Interesting Man in the World" since the ad campaign debuted in 2007. His last ad spot launches this week. (Photo: Dos Equis/Havas) 
 
 Jonathan Goldsmith may be leaving the role of Dos Equis' "Most Interesting Man in the World," but the 77 year-old has no plans to retire from living a most interesting life. 
 
 After nearly a decade of mischievous adventures in 30- or 60-second snippets as the "Most Interesting Man" to ever hawk Mexican lager in TV ads, Goldsmith says he'll retain the spirit of Dos Equis' spokesman as he moves on from the character this year. The man who at one point lived on a sailboat in Los Angeles is currently writing a book tentatively entitled, Before I Was Interesting. It's part autobiography about his life in Hollywood and part guide to success. 
 
 Goldsmith says the role that's made his likeness an icon of living a fabulously rich and fulfilling life came naturally and was largely inspired by himself. 
 
 "I put all of myself into this character," Goldsmith says. "What you see on screen was all there long before the this role was created — the beard, the mischief, the tan. I have a tremendous lust for life that hopefully comes across in my portrayal of The Most Interesting Man." 
 
 In fact, the agency that creates the ads for Dos Equis, Havas, wasn't initially looking to cast a man with a beard. Goldsmith showed up to the audition though and immediately caught the attention of director Steve Miller and the Havas team. 
 
 "He had the perfect blend of maturity, stateliness," says Jim Hord, executive creative director at Havas. "He brought the beard. We didn’t go into it thinking it was going to be a guy with a beard. And 2007, that was before beards were cool." 
 
 Goldsmith is retiring from the role in a final ad spot debuting this week in which the Most Interesting Man boards a spaceship making a one-way trip to Mars. Goldsmith's take on the suave, masculine character with an impressive list of life experiences helped shoot Dos Equis, a little-known brand owned by Heineken, into the national spotlight over the past nine years. 
 
 His Dos Equis character has run against the bulls, gone ski jumping without a helmet, played frisbee with a seal, arrived to a winter soiree on a dog sled, walked over hot coals and waved off a rescue crew while stranded on a mountain. Along the way, his escapades sent sales of Dos Equis' beer up nearly threefold, as customers became riveted by the Most Interesting Man's impressive activities. 
 
 Now, he bids Earth adieu. But Goldsmith guesses the Most Interesting Man has big plans in store for the red planet. Goldsmith tells USA TODAY that he expects the Most Interesting Man is going to "populate it. And maybe send word to my friend Sir Richard Branson to arrange for some Thai takeout, a few good books, movies, and fresh flowers. Oh, and a steady supply of adventurous female companions, naturally." 
 
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– Viewers watching Thursday night's Lakers-Cavaliers game on TNT may notice something very interesting—or, rather, someone very interesting. Ad Age reports that a Dos Equis ad will be the farewell promo for Jonathan Goldsmith, aka The Most Interesting Man in the World. The beer brand will send the character, played by the 77-year-old Goldsmith since 2006, on a one-way trip to Mars and swap in a new, still-unnamed actor when the campaign starts up again in the fall. The new campaign—which the brand notes it's trying to make more contemporary and align with its sponsorship of the College Football Playoff—will have "elements that are very, very recognizable, that are super iconic to us, but it will have a very fresh take on things," says Andrew Katz, Dos Equis' VP of marketing. Ad Age notes Goldsmith's success in the role flouted traditional beer promos, which tended to use young guys living the high life. Young men wouldn't "see him as a threat or as a reminder of accomplishments they hadn't achieved yet" because he was "someone to work toward, vs. a mirror of themselves," an ex-brand director says. That tack led to what the magazine says is "widely viewed as one of the best ad campaigns of the 21st century," which doubled Dos Equis sales between 2006 and 2011. Goldsmith has had ongoing legal troubles involving commissions he allegedly owes, but Katz says that didn't spur the brand's decision, adding they're "incredibly grateful" to the actor. As for the man himself, he's got requests for his new home, which he anticipates TMIMITW will start to "populate" ASAP. "Maybe send word to my friend Sir Richard Branson to arrange for some Thai takeout, a few good books, movies, and fresh flowers. Oh, and a steady supply of adventurous female companions, naturally," Goldsmith tells USA Today. (More on the lawsuit against him.)