Mojo HD thirsty for more

Dos Equis ad inspires unscripted cable series

In Demand Networks' high-def channel Mojo HD has partnered with Mexican beer Dos Equis, which is imported in the U.S. by Heineken USA, to create a series based on the brand's ad campaign "The Most Interesting Man in the World."

The unscripted series, which is in production on five half-hour episodes for a September debut, is titled "MIA: The Most Interesting Assistant." Last month, Dos Equis said that Steve, the fictional assistant to spokes-character "The Most Interesting Man," died in the course of his duties. Throughout the year, Dos Equis will search for his "replacement" through in-bar events, online, print and radio. Meanwhile, the Mojo series will travel worldwide to "discover candidates who possess those rare qualities that could make them eligible for the enviable position." Potential assistants will engage in challenges that test their intelligence, physical endurance, patience, social graces and humor.

The series is hosted by Shanon Cook, a contributing entertainment reporter for CNN networks and Live.

"MIA" is being developed and produced by Mojo and Creative Bubble Prods. in conjunction with Euro RSCG, which developed the ad campaign. Paul Iannacchino and Pat Carpenter are executive producers.

"MIA" came about after MediaVest, Dos Equis' media agency, approached Sony Pictures Television Advertiser Sales, Mojo's sales rep, about a possible partnership.