El Exigente - The name of the choosy Colombian
coffee buyer who appeared in a series of TV commercials for Savarin Coffee
Company in the 1960s and 1970s. Carlos Montalbán (brother of actor Ricardo
Montalbán) played the role El Exigente - "The Demanding One." When El Exigente sat down to test taste a cup of coffee, all the local villagers crowded around him in
anticipation of his opinion. If he smiled, the entire community rejoiced, for El Exigente only chooses those coffee beans that are deemed to be of the finest
quality (the "coffee-er coffee").
Born in Mexico June 5, 1903 Carlos Montalbán died of heart failure
in New York City on March 28, 1991. You may remember Carlos Montalbán from his
role as General Emilio M. Vargas in the sci-fi spoof Bananas (1971)
starring Woody Allen.
TRIVIA NOTE: In the late 1960s, Fania
Records cut an LP album entitled Orchestra
Harlow: Exigente (1967), with a psychedelic sleeve design and music (pre-Salsa Latin) by Larry Harlow and vocals
by Ismael Miranda, Jr. Songs on the album included "El Exigente" (the title
cut), "Las Luzes," "Rhumba Me Llaman," "El Mejor," "Mess Around," "Groovin' to
the Afro Twist," "That Groovy Shingaling," "Freak Off" and "Be Free."
See also - Juan Valdez
"El Exigente" on Can of Savarin Coffee
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