It takes a hell of an ad campaign to spawn thousands of internet memes and SNL spoofs, but the Dos Equis “The Most Interesting Man in the World” campaign pulled it off. You know the line: “I don’t always drink beer, but when I do, I’m still a fictional character, so why do you give a shit?” Or something like that.

Turns out, the American actor who plays him, Jonathan Goldsmith, is actually way cooler than the Most Interesting Man in the World. Because Goldsmith is using his fame — both from the ad campaigns and the insanely popular meme — to petition Reddit and the rest of the internet to donate money to Clear Path International and the Mines Advisory Group, who are trying to remove the millions of landmines still remaining in Vietnam from the Vietnam War. In this video, he explains his cause, and then, for good measure, finds some old mines and blows them up.

It’s cooler than drinking Dos Equis. Also, turns out his character’s ethnically ambiguous accent is fake. Which, I’m not gonna lie, kinda bummed me out a bit.