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Oswego lawyer makes ‘Most Interesting Man in the World’ more interesting

JustSather Oswego stands front billboard he wrote slogan for Thursday June 21 2012. Sather wcontest with his phrase for Dos

Justin Sather of Oswego stands in front of a billboard he wrote the slogan for on Thursday, June 21, 2012. Sather won a contest with his phrase for Dos Equis' "The Most Interesting Man in the World" campaign. | Jeff Cagle~For Sun-Times Media

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‘Interesting’ ideas

Other entries in the online “Most Interesting Man in the World” catchphrase competition:

“His blood smells like cologne.”

“The police often question him just because they find him interesting.”

“He once had an awkward moment just to see how it felt.”

“His mother had a tattoo that reads, ‘Son.’

“His business card reads, ‘I’ll call you.’”

Updated: July 23, 2012 6:41AM



The “Most Interesting Man in the World” got a little more interesting recently, thanks to Oswego lawyer Justin Sather.

“I love the commercials. I think they’re really clever and fit my sense of humor,” Sather said.

So he crossed his fingers and hoped for the best when Heineken USA invited consumers to suggest new catchphrases for the catchy commercials for its Dos Equis beer.

In March, the beer company launched an online search to find the best fan-written lines.

Fans of the Dos Equis Facebook page submitted entries on the wall describing the beer’s representative, “The Most Interesting Man in the World.” More than 7,000 entries were submitted, and the top 64 were chosen and bracketed in a tournament-style voting system.

The contest was held in real time, with lines going head to head and the winner advancing to the next round. In all, more than 17,000 votes were cast during the six days of competition, with the grand prize for the winning entry being a billboard in the winner’s hometown in the style of the brand’s work.

“Temptation once gave into him” was one of Sather’s dozen or so entries, but it was another line that won the hearts of voters.

Sather’s winning tagline — “His French never needs pardoning” — beat out every other submission.

“I don’t think the one I won with was even my best one,” the criminal defense attorney said. “I always think I’m clever and funny, but I never thought I’d win a nationwide contest.”

The Dos Equis billboard featuring Sather’s gem is in place on the west side of Route 31, just north of Route 30 in Montgomery.

“It was a little surreal the first time I drove past it,” Sather said.

And his nerves jump every time he hears a new Dos Equis commercial, hoping his line will be read.

“(Seeing the billboard) will never get old. I was hoping for the Willy Wonka moment when I win the whole factory, but I’ll take the billboard,” he said.

The Oswego resident is seemingly on a roll. With his confidence boosted by the Dos Equis win, Sather entered The New Yorker’s cartoon caption contest, and won.

His caption will appear in an upcoming edition of the magazine, and he was given a signed copy of the comic from the artist.

“I’m two for two,” he said. “Although I’d much rather win the lottery.”



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