THE DOS EQUIS GUY.... FINALLY A HERO FOR MIDDLE-AGED GUYS WITH BEARDS

It is difficult to miss the Dos Equis guy these days. His commercials are sprinkled very generously throughout the TV schedule and they have been highly effective for the brewery.

The rakish bearded character has also become a very effective role model for older guys with beards.

The stylish role is played for laughs by a 72 year old New York born actor named Jonathan Goldsmith, but it is classy and understated humor.

The essence of the commercials is a god-like guy who has been the center of the universe for his entire life.

He lives a fast and dangerous jet set lifestyle that has provided him with an aura of success and invincibility. He wears a label ("the most interesting man in the world"), and it is a perfect fit.

The spotlight of attention follows him like a magnetic attraction- along with a bevy of beautiful women.

He is brimming with confidence, but not cocky about it. He is a trail-blazer because he was born to lead-not follow.

Success has not spoiled him; it just makes him seek bigger challenges. There is no situation in which he does not assume total control, but he always makes the right decision.

In short, the guy is the perfect goodwill ambassador for middle-aged guys with beards. He is fictional, but that slight problem has not slowed down the commercial's impact. This guy has brought style and grace back to the bearded community- a tall order after Osama Bin Laden caused beard popularity to fall like a cast iron hang glider.

So those of us that ignore sensible grooming choices can thank the Dos Equis guy for at least creating an illusion that chicks dig beards.

Stay stylish my friend; you're a hero to all guys-especially us bearded guys.

Jim Sutherland @mystarcollectorcar.com

COMMENTS

DENNIS:"All that commercial says to me is that he could be fat, bald, and covered with warts and he's still have "Trophy Chicks" hanging all over him. It all depends on the size of his check book".

BERNIE:"Even for us non-beardos, he's a cool dude who has rejuvenated the idea of mature guys as seasoned, worldly veterans."

KAREN: