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Say Goodbye to the Most Interesting Man in the World

42nd Annual Village Halloween Parade42nd Annual Village Halloween Parade
The Most Interesting Man In the World, Jonathan Goldsmith.Photograph by John Lamparski—WireImage via Getty Images

Dos Equis is about to get a new Most Interesting Man in the World.

Jonathan Goldsmith, the actor from the iconic Dos Equis ad campaign, is making his final appearance in a commercial that will debut on Thursday. According to AdAge, executives from Heineken (HKHHF), Dos Equis’ parent company, say that a new actor will take on Goldsmith’s role. Aside from that, they didn’t divulge many details.

A large procession comprised of characters from his previous commercials wish the Most Interesting Man in the World farewell as he boards a rocket ship on a one-way trip to Mars. We hear the voiceover say “His only regret is not knowing what regret feels like” before Goldsmith reiterates his familiar catchphrase for the last time—”stay thirsty my friends”—before disappearing for good. Goldsmith, now 77, has been the Most Interesting Man in the World since the Dos Equis ad campaign launched a decade ago.

The brand’s new sponsorship of the College Football Playoff, a multi-year deal, will begin in the fall and become a major part of the ad campaign. The Heineken executives say we can expect it to become more contemporary, since the current campaign doesn’t fit well in the context of football.

“There will be elements that are very, very recognizable, that are super iconic to us, but it will have a very fresh take on things,” Dos Equis vice president of marketing Andrew Katz told AdAge. “It will not feel like we’ve just swapped actors.”