In an attempt to cash in on the popularity of Dos Equis ads featuring “The Most Interesting Man in the World,” Old Style has launched an ad campaign depicting Cubs first baseman Derrek Lee as “The World’s Least Interesting Man.”

Lee, known for his relatively bland demeanor, will appear in print ads and on commercials performing an array of uninteresting activities while monotonously describing them.

For example, in one of the to-be-aired commercials, Lee is seen sitting on a chair watching paint dry, saying, “The shade of the color is different when it’s dry than when it’s wet. That’s very important to know.”

Other ads show him giving directions, reading a math textbook, and eating celery.

The advertising firm addressed its new ad campaign as “familiar” in a release.

“We believe Derrek Lee is the face of Old Style. Like the beer, he’s bland, generally inoffensive, and you’d prefer something slightly better, but are used to having him around when you need him.”

While Dos Equis ends its commercials with the line, “I don’t always drink beer, but when I do, I drink Dos Equis,” Lee’s tagline is expected to be, “I don’t really drink beer.”

From theĀ July 2009 issue by Jeff GoodSmith