I don't read it that way. I think it's part of the character in the ads - for lack of a better word, he's too cool to always drink beer, and to always drink one

I don't read it that way. I think it's part of the character in the ads - for lack of a better word, he's too cool to always drink beer, and to always drink one particular brand. Doing so wouldn't be very...interesting of him. Similar to what the article suggests: But the most interesting man hasn't actually been conceived as a brand icon a la Mr. Clean or Ronald McDonald. He's more like a celebrity endorser. One who happens to be fictional. He doesn't shill with brio for the simple reason that it would undercut his claim to awesomeness. The most interesting man in the world, by definition, would not be found enthusiastically endorsing a mass-market consumer product. I think it's also designed to be a link that the guys watching the ad can hook onto. Most guys (and this ad is squarely aimed at guys) won't only drink beer at a bar, and if they do, they won't generally only have one type. So if you follow the analysis that he's a celebrity endorsement, what he's saying is Interesting people - like yourself - vary what they drink, so when it comes to beer, try this one.