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Dos Equis celebrates Cinco de Mayo in its latest spot from Havas Worldwide.

It's been  since Dos Equis traded its older, American spokesman Jonathan Goldsmith for the younger, French actor Augustin Legrand. In that spot, the appearance of a female actress heralded a less man-centric future for the brand, a promise that is fulfilled in the latest ad from Havas Worldwide. The character appears to have dominated a ghost pepper-eating contest until he meets his match in an attractive, female challenger. The agency produced English and Spanish versions of the 30-second film, which airs now through May 5 to encourage beer drinkers to "Spice Up Your Cinco." A text-to-win daily prizes contest and a DJ Questlove party in New York round out the marketing efforts.