When I see James Bond driving an Aston Martin, wearing a Rolex, and ordering a “shaken, not stirred” Martini, it makes sense. When I see “The most interesting man in the world” who looks like he probably goes yachting with Bond on occasion I expect him to have similar tastes. I see him having a Rolls-Royce parked outside, enjoying a cigar and drinking a fine wine, or a rare scotch. I’m not expecting the guy who “can speak French in Russian” to be enjoying a Silver Bullet, or the King of Beers. So when he lets me know that he doesn’t even really drink beer, but when he does it’s a Dos Equis I believe him. The message is consistent, so the connection from the ad to the brand is strong. I’m not left shaking my head because I’m supposed to believe that Aqua man (Michael Phelps) puts down a happy meal before winning eight gold medals, and that Justin Timberlake is in the drive thru right behind him. “The most interesting man in world” and James Bond who as much as we’d like to believe are out there somewhere are fictitious characters who are more credible spokes people then most real celebrities.