Dos Equis hires Les Miles as “Chief Lawn Officer,” Steve Spurrier as “Head Beer Coach” for new series of ads

While former LSU coach and former ESPN and Fox broadcaster Les Miles doesn’t appear to be doing much coaching or broadcasting this year, he will be making plenty of appearances during college football broadcasts. But those will be coming during the commercials. Dr Pepper already announced that Miles (more recently known for his acting and podcasting) would be playing a convenience store clerk in their series of commercials about a football-crazed town (also including Eddie George and Brian Bosworth), and now Dos Equis (another College Football Playoff sponsor) has signed up Miles and former Duke/Florida/South Carolina coach Steve Spurrier for commercials this season. Here’s more from their release:

The ads are the latest in Dos Equis’ “Keep It Interesante” campaign, launched this past spring to give drinkers permission to embellish their stories to make for a more entertaining night out.

For college football season, Dos Equis enlisted Miles and Spurrier to show the world how Dos Equis shaped every aspect of college football, with no help whatsoever. In a series of spots created in collaboration with Droga5, the coaching legends are spotlighted in ways fans will definitely recognize, but adding a fun, interesante twist. The campaign is led by a ridiculous, Dos Equis-inspired halftime speech that supposedly led to the greatest comeback in football history. In other spots from the campaign, Head Beer Coach Spurrier is carried off the field wearing his famous visor, now enhanced with a bottle opener, while in another, Miles, a noted grass chewer, supervises the watering of the turf with Dos Equis, the only beer used to water every college football field.

“Who doesn’t love grass and beer?” says Quinn Kilbury, senior brand director at Dos Equis. “Miles and Spurrier know that’s a killer combination and so do we. Watch for our very limited Dos Equis Kentucky Bluegrass at a bar near you soon!”

Here are a couple of those spots that prominently feature Miles and Spurrier:

That’s pretty fun, especially considering the long history of Miles eating grass. We’ll see how these campaigns play out for Dos Equis. But it’s certainly notable to see a couple of prominent former football coaches joining their ads.