i once tried hitting my own head with a hammer as hard as possible / turned out to cause severe brain damage
A The Most Interesting Man In The World post.
The Most Interesting Man in the World is actor Jonathan Goldsmith in Dos Equis beer's ad campaign, which began in 2006. Each ad listed his legendary deeds and ended with him at a bar: "I don't always drink beer, but when I do, I prefer Dos Equis. Stay thirsty, my friends." The ads told us his blood smells like cologne and that he once had an awkward moment just to see how it felt. Bold claims from a man who, when he does drink beer, picks one. The meme keeps the sentence and nothing else. Top line: "I don't always X." Bottom line: "But when I do, I Y." Y should be worse than X. "I don't always cook, but when I do, the smoke alarm cheers me on." "I don't always reply to emails, but when I do, it's 'per my last email'." The brand retired him in 2016 by sending him on a one-way trip to Mars. The internet kept him anyway. **Why it caught on:** it turns any small, odd habit into a confident announcement, beard included.