After an impressive and very interesting 10-year run, Jonathan Goldsmith is saying goodbye to his iconic Dos Equis ad character, the Most Interesting Man in the World—appearing in one final ad, which broke today, in which he makes a suitably grand exit.

The character, however, will live on—as the Heineken brand prepares to introduce a new Most Interesting Man later this year.

"From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character. We know 'The Most Interesting Man in the World' will continue to endure and grow, as the character's story is bigger than one individual," Andrew Katz, vp of marketing for Dos Equis, said in a statement.

He added: " 'Stay Thirsty' isn't just a tagline. It's a mindset Dos Equis embraces daily to connect with our consumer and inspire everything we do."

As for Goldsmith, 77, he gets one last parade past his numerous and varied admirers as he prepares for his most interesting trip yet—a mission to Mars. There's also one final amusing voiceover line, which we won't reveal here—as it's just better to hear for yourself.

The 60-second spot from Havas Worldwide launched Wednesday on YouTube and will air on TV just once—during Thursday's matchup between the Cleveland Cavaliers and Los Angeles Lakers on TNT. That game will see another kind of farewell—it's the last match-up between Kobe Bryant and LeBron James.

The final Goldsmith spot also comes with a special auction. In early April, the beer brand will give away the character's worldly possessions on DosEquis.com, including the tuxedo he wore to his final masquerade, his Spanish guitar and mariachi suit, and even the astronaut suit from his last visit to space, in 2010.

CREDITS

Client: Dos Equis

Agency: Havas Worldwide, New York

Chief Executive Officer: Andrew Benett

Chief Creative Officer of the Americas: Toygar Bazarkaya

Chief Creative Officer of North America: Jason Peterson

Group Executive Director, Managing Director: Jason Musante

Executive Creative Director: Jim Hord

Group Creative Directors: Keith Scott, Paul Johnson

Creative Director: Paul Fix

Associate Creative Directors: Matthew Hock, David Fredette

Global Chief Content Officer: Vin Farrell

Headd of Content, North America: Dave Evans, Sylvain Tron

Executive Producer: Jill Meschino

Junior Producer: Alex Zubak

Director of Broadcast Business Affairs: Cathy Pitegoff

Senior Broadcast Business Manager: Deborah Steeg

Senior Talent Specialist: Yvette Aponte

Junior Talent Specialist: Amber Canyon

Global Chief Revenue Officer, Global Chief Marketing Officer: Matt Weiss

Group Account Director, Co-Head of Account Management: Chris Budden

Account Director: Jamie Sundheim

Account Supervisor: Wendy Hu

Account Executive: Jenny Maughan

Chief Strategy Officer, North America: Tim Maleeny

Brand, Digital Strategy Director: Maggie Gross

Senior Strategist: Stacey Kawahata

Director of Social Marketing: Larry Lac

Social Strategist: Rachel Korenstein

Social Coordinator: Katie Campo

Production Company: @radical.media

Director: Steve Miller

Director of Photography: Bryan Newman

Executive Producer: Gregg Carlesimo

Producer: Barbara Benson

Editing Company: Arcade Edit

Editor: Jeff Ferruzzo

Executive Producer: Sila Soyer

Postproduction: The Mill

Chief Creative Officer, New York: Angus Kneale

Creative Director, Visual Effects Supervisor: Jeff Dates

2-D Lead: Michael Smith

3-D Lead: Tom Bardwell

Executive Producer: Verity Grantham

Producer: Clairellen Wallin

Colorist: Tom Poole, Company 3

Music: Beacon Street Music

Composers: Beacon Street Studios

Executive Producer: Adrea Lavezzoli

Sound Design: Yessian

Sound Designer: Weston Fonger

Executive Producer: Marlene Bartos

Audio: Sound Lounge

Partner, Mixer: Tom Jucarone