Dos Equis' Super Bowl Ad Is So ‘Interesting' it Costs $8M Just to Watch It

Dos Equis has concocted another clever "Most Interesting Man in the World" campaign. And this one is unlike the rest of the Super Bowl LX commercials.

According to Statista, the average cost of a 30-second ad costs advertisers a whopping $8 million. That's a huge increase since 2015, when a 30-second ad cost advertisers $4.3 million.

For this Super Bowl campaign, Dos Equis is going against the grain. The popular beer brand is asking, yes, asking, the network to pony up a cool $8 million for the privilege of airing its "Most Interesting" ad.

"When he makes a big game ad, he doesn't pay to air it. The network pays him," Dos Equis proclaims in the campaign it started teasing in the days leading up to Sunday.

Fans of "The Most Interesting Man in the World" were chomping at the bit to see what the beer brand has in store for the slate of Super Bowl commercials airing Sunday.

The anticipation immediately started after Dos Equis brought back Jonathan Goldsmith to reprise his role as The Most Interesting Man in the World, who returned to the airwaves during the College Football Playoff National Championship Game last month.

Related: Exclusive: The Most Interesting Man in the World Jumped When Dos Equis Asked Him Back

Interestingly, Dos Equis dropped a video detailing the exact steps network executives will need to take to access the $8 million spot: request a briefcase, select the preferred currency, and tap to pay. The briefcase accepts major credit cards and coins, too.

"We don't always write extensive, ironclad, indisputable terms and conditions…. But when we do, they’re exactly 12,219 words long," the marketing campaign touts.

The teasers have been flowing leading up to Super Bowl Sunday. It'll be interesting to see what they finally roll out.

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Travis Kelce Retirement Decision Receives Big Update

Not long after the 2025 season came to an unceremonious end for the Kansas City Chiefs, rumors of tight end Travis Kelce's future with the organization ran rampant.

After the team allowed offensive coordinator Matt Nagy to walk and brought in former offensive coordinator Eric Bieniemy, Kelce spoke glowingly about the Chiefs' latest addition to the coaching staff.

Travis Kelce Hints at Return?

"I can't wait to see him back in the building," Kelce said. "He's one of my favorite coaches of all-time, one of my favorite people of all time. I've had so many unbelievable growing moments under him as a player, as a person, and I just love the guy and it's going to be awesome to see him back in the building and see him back wearing the Chiefs logo, baby."

Kelce would need to be playing in 2026 to see Bieniemy in the building - at least in the literal sense - which seemed to hint of his decision to return.

"I think it's a marriage that's gonna pick up right where it left off," Kelce added. "EB and who he is as a coach, you can see kind of his personality, what he brings to the table in that Chicago team. I know Ben Johnson has his own version of that, he's a very tough guy, and what he did in Detroit, he brought over as well. And you can see those running backs over in Chicago and their body of work was definitely an Eric Bieniemy style of football."

New Update on Travis Kelce's Retirement Decision

On Saturday, Feb. 7, just a day before the Super Bowl, The Athletic's Dianna Russini revealed her sense of Kelce's decision, speculating a return to Kansas City is "looking more real than ever."

"Kelce was seen bouncing around San Francisco parties and events, even as the soon-to-be-married man’s next move remains uncertain," Russini reported. "While retirement has been discussed, many close to him believe he could return for at least one more season. A final decision has yet to be made, but a 14th season is looking more real than ever."

While Kelce isn't getting any younger, he still managed to lead the Chiefs in receptions (76), receiving yards (851) and touchdowns (5) during the 2025 season.

Related: $2,000 Stimulus Check Coming in February? IRS Sends Warning

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Apple Plans to Bring CarPlay Ultra to More Affordable Cars This Year

CarPlay Ultra has been a “rich guy demo” since day one: Aston Martin money, Aston Martin problems. The brilliant news now is simple: it’s not staying there. A new report says Apple plans to expand CarPlay Ultra to additional automakers this year, beyond the first tiny set of ultra-luxury brands. That’s when the screen takeover stops being a concept and starts becoming your next daily-driver reality.

What this changes for your next car

CarPlay Ultra isn’t the familiar phone-mirroring strip on the center screen. It’s the version that can run across every display in front of you, including the instrument cluster, while pulling in vehicle data like speed, driver-assistance info, and tire pressure. Apple frames it as a unified, “all-screens” experience that still lets each automaker keep its own look and feel. (See Apple’s official overview of CarPlay Ultra.)

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The part that should make you sit up: Apple also names Hyundai, Kia, and Genesis as committed brands working to bring CarPlay Ultra to drivers. Those aren’t boutique toys. They sell real volume in the U.S., and they live in the exact price bands where Men’s Journal readers actually shop.

So what do you do with this?

Treat CarPlay Ultra like a trim-level feature, not a phone feature. It will be tied to specific model years, infotainment hardware, and software support. Apple says the iPhone side needs an iPhone 12 or later on iOS 18.5 or later. The bigger gate is whether the car’s system was designed for it in the first place. (Apple)

Then do a quick reality test in the driver’s seat. CarPlay Ultra can put climate and audio controls inside Apple’s interface. Some people will love the cleaner feel. Some will hate menu-hunting for defrost at 6 a.m. If you drive by muscle memory, spend five minutes toggling climate, seat heat, wipers, and maps. If it’s annoying on day one, it won’t get better on day 90.

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Finally, ask the dealer one blunt question: “Is this the full-screen CarPlay Ultra setup?” Lots of people (and plenty of sales staff) call any Apple integration “CarPlay.” You’re trying to avoid that bait-and-switch. For the fresh “who’s next” angle, the core report is MacRumors’ piece on CarPlay Ultra expanding this year.

My Verdict

CarPlay Ultra is worth paying attention to now because the new story isn’t Apple’s 2025 launch—it’s the expansion out of the luxury stratosphere. If it starts landing in mainstream brands this year, your next car’s interior won’t just be “good screens.” It’ll be an ecosystem choice. Test-drive it like you test-drive a transmission: hands-on, no assumptions, and no mercy for anything that slows you down.

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'Schitt's Creek' Streaming Update: New Service Adds Catherine O'Hara Comedy Series

Although it aired in the United States on cable channel Pop TV, for many fans the beloved comedy series Schitt's Creek is synonymous with Netflix. The Emmy-winning series grew exponentially in popularity thanks to Netflix, which served as its streaming home until 2022, when it jumped to Hulu. Now, a new streaming service is getting in on the game: HBO Max.

Beginning Saturday, Feb. 7, all six seasons of Schitt's Creek will begin streaming on HBO Max. The show will continue to stream on Hulu, giving even more fans a chance to watch the beloved series.

Schitt's Creek stars Dan Levy, Eugene Levy, Catherine O'Hara, and Annie Murphy as a wealthy family forced to move into a motel in the town of Schitt's Creek after losing all their money. Although initially revolted by the humble hamlet, they grow increasingly fond of their surroundings as they make friends, fall in love, and reinvent themselves under new economic circumstances.

After starting its journey in relative obscurity, Schitt's Creek became a word-of-mouth and streaming sensation. In 2020, the series completed an unprecedented sweep at the Primetime Emmy Awards, winning all four acting trophies as well as awards for writing, directing, and Best Comedy Series. It remains the most Emmys ever won by a series in a single season.

Catherine O'Hara's Death Rocks Entertainment Industry

The move comes just over a week after the death of iconic comedian Catherine O'Hara. The actress died suddenly after a brief illness, just before she was set to film her role in season 2 of Apple TV's The Studio.

Although she has been known to audiences for decades thanks to her work in SCTV, Beetlejuice, Home Alone, and the Christopher Guest films, Schitt's Creek proved to be a career renaissance moment for her. O'Hara, who often shined in kooky side character roles, became the show's defining performance, employing an army of wigs and vintage couture items to embody the family matriarch. The role won her not only an Emmy, but also a Golden Globe and an Actor Award (formerly Screen Actor's Guild Award).

Her Schitt's Creek family mourned her passing last week with heartfelt messages.

Photo by VALERIE MACON on Getty Images

"Words seem inadequate to express the loss I feel today," Eugene Levy said in a statement. "I had the honor of knowing and working with the great Catherine O'Hara for over fifty years."

"From our beginnings on the Second City stage, to SCTV, to the movies we did with Chris Guest, to our six glorious years on Schitt's Creek, I cherished our working relationship, but most of all our friendship," Eugene continued. "And I will miss her. My heart goes out to Bo, Matthew, Luke, and the entire O'Hara family."

His son and show creator, Dan Levy, echoed the sentiment.

"What a gift to have gotten to dance in the warm glow of Catherine O’Hara’s brilliance for all those years," he wrote. "Having spent over fifty years collaborating with my Dad, Catherine was extended family before she ever played my family. It’s hard to imagine a world without her in it. I will cherish every funny memory I was fortunate enough to make with her."

All six seasons of Schitt's Creek are streaming on HBO Max beginning February 7.

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Lagavulin Just Released Its First New Scotch in Nearly a Decade! It's a Welcome Break From Tradition

There is perhaps no style of spirit on Earth that embraces tradition quite like Scotch. It’s an elaborate elixir built simply from grain, water, yeast and time. But even given that contextual framework, the whisky makers at Lagavulin are well known for being traditionalists. The iconic Islay distillery has been producing its peat-accented single malt, since the early 1800s. 

All this is to say, we don’t often get a lot of news related to such an industry stalwart. Sure, there’s a notable special release and/or celebrity partnership to report on here and there. But when it comes to expanding the portfolio, however, Scotch fans aren’t exactly holding their breath. However, for anyone who is, today’s a day to let out a huge sigh of relief: Lagavulin 11 Year Old Sweet Peat is officially hitting shelves. It’s the brand’s first new permanent expression in nearly a decade. 

Lagavulin 11 Year Old Sweet Peat Single Malt Scotch is aged exclusively in barrels that formerly held bourbon.

Courtesy Lagavulin Single Malt Scotch

Tasting Notes for Lagavulin 11 Year Old Sweet Peat Single Malt Scotch

I enjoyed an exclusive first taste of the spirit and am finally able to share my thoughts on the $70 bottle. 

True to its moniker, Sweet Peat rounds the edges of the distillery’s signature medicinal tones with a confectionary glaze. Think apple tart, toffee and custard. These dessert-like aromas and flavors are thanks to the 11-year-old whisky being aged exclusively in American oak barrels that previously held bourbon. 

Related: How Nick Offerman’s Scotch Fantasy Came True

Though the usage of ex-bourbon is hardly novel in Scotland, the ones employed here were sourced fresh from Kentucky and have never held Scotch before.

“Sweet Peat reflects careful cask selection and deliberate pacing,” according to Dr. Stuart Morrison, a master blender for Diageo, Lagavulin’s parent company. “On the palate, it opens with a gentle sweetness and salinity before bonfire smoke and oak spice come into focus. Notes of honeyed malt and toffee apple build through the mid-palate, finishing long with lingering peat smoke, dark chocolate, and soft vanilla.”

Morrison is of course paid to say nice things about this Scotch. But the San Francisco World Spirits Competition awarded the new Lagavulin 11 Year Old Sweet Peat a gold medal. The judges were taken with the whisky's balanced complexity.

Related: This Airport Lounge Might Be the Best (and Most Unexpected) Place to Drink Rare Whiskey

Why You Should Buy this Whisky

I’d be inclined to call the Lagavulin 11 Year Old a sensible entry point for anyone looking to get into the world of peated Scotch. Unlike Lagavulin 16, which is unapologetic in its administration of iodine, seaweed and salinity, Lagavulin 11 assumes a more measured approach. 

“Pronounced smoke is a defining element of Islay Scotch, albeit one that can feel polarizing to some drinkers,” admits Jesse Damashek, an SVP of whisky at Diageo. “Sweet Peat presents peat in a way that tastes more approachable, while still delivering the depth and complexity long associated with Lagavulin.”

It’s a curious outcome, considering that in other younger releases for the brand, including Lagavulin 8, the peat factor is actually amplified. Which is to be expected: the phenolic compounds present in peated malt—chemicals responsible for those smoky tones—degrade naturally as the whisky ages . So if it’s a younger Islay malt, it ought to be a peatier one, too. But here, the heavy-handed application of assertive American oak competes for attention, especially in the finish. Perhaps it’s not that the peat is absent, so much as it has a suitably agile dancing partner. 

Related: How Glendronach’s Master Blender Rachel Barrie Turned the Science of Whisky Into Art

Lagavulin 11 Year Old Sweet Peat Single Malt Scotch Price & Availability

The Lagavulin 11 Year Old is 86-proof (43% ABV) and sells for $70. It’s launching today and will be available at retailers across the country. You can find out where you can buy it here.

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Jack In the Box Wants to Be Your Post-Gym Protein Destination

Something happened over the last few months where every fast food chain suddenly realized the importance of protein. Dunkin' and Starbucks both added protein beverages to their menus. McDonald's also introduced new menu items touting their high protein content.

Now, it's Jack In the Box's turn. Fresh off the heels of announcing a streetwear collab for its 75th anniversary, the chain is introducing new items aiming to make it your go-to spot for protein after the gym.

New Protein Bowls and Jack Wraps Are Packed With Protein

First, Jack In the Box is rolling out a new Fajita Protein Bowl alongside its popular chicken teriyaki option. The fajita bowl starts with a bed of white or brown rice, topped with onions, cheddar cheese, corn, black beans, and grilled or crispy (read: fried) chicken, finished with a drizzle of chipotle ranch.

The teriyaki bowl will remain the same, topped with broccoli, carrots, chicken, and of course, teriyaki sauce. Both bowls tout up to 35 grams of protein.

Jack In the Box also introduced two new Jack Wraps, which resemble McDonald's Snack Wraps in both name and vision. Like the Fajita Protein Bowl, there will also be a Fajita Snack Wrap, with chicken, lettuce, cheddar, grilled onions, tomato, and chipotle ranch in a warm, tiny tortilla. This will be on the menu alongside the Classic Jack Wrap, which has lettuce, cheddar, pickles, ranch, and Good Good Sauce. There's also a spicy version with sliced jalapeños. You can get two Jack Wraps for $6.

So far, people seem to like the new offerings. One Redditor gave the Fajita Snack Wrap a 10 out of 10, noting that they swapped the chipotle sauce for ranch. "If you miss the fajita pita like I do, get the wrap," they wrote. "It’s a great dupe, very similar."

A commenter agreed, writing, "The grilled chicken fajita wrap is good with the chipotle sauce. Haven’t tried swapping for ranch though."

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9 New Menus In Mumbai Restaurants To Try In February-March 2026

Mumbai restaurants introduce relaxed early 2026 menus focusing on seasonality, wellness, and innovative dining from breakfast to cocktails.

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