Although I've never been a fan of the beer, I love the marketing tactics Dos Equis took here. The humor is very relevant, as mentioned earlier, to the "Chuck Norris doesn't breathe, he holds air hostage" approach. These jokes are still is extremely popular, and Dos Equis was creative enough to put their own spin on it. If they got us all talking about it, then they must have done something right. I just hope they don't play it out like the Geico did with the cavemen.