James Bond may be famous for his vodka martinis, but Daniel Craig has a thing for Heineken and that preference has lasted longer than the agency that first promoted it, Wieden + Kennedy. Publicis is Heineken’s agency now and its “James Bond” Heineken commercial features Daniel Craig on holiday.
The spot, Daniel Craig vs James Bond, is an action adventure, of course. While Craig may make the very human error of leaving his wallet and phone in a taxi, he performs OO7 feats in his mission to retrieve it. Director, Miles Jay, has adeptly bundled the James Bond tropes and charm, humour and Daniel Craig sexiness into an engaging two and a half minutes.
Craig’s first melding of James Bond and Heineken promoted the release of Skyfall in 2012. In the movie, Craig also opts for a Heineken, which received a barrage of complaints. In 2015, Craig appeared in a Heineken ad to promote Spectre. He was accompanied by a female co-star in the ad, which launched just a few weeks after Craig labelled Bond a “sexist misogynist” (oops).
Creative Agency: Publicis
Agency Producer: Colin Hickson
Production Company: Smuggler
Director: Miles Jay
DoP: Chayse Irvin
Executive Producers: Patrick Milling-Smith, Fergus Brown & Brian Carmody
Producer: Gustav Geldenhuys
Production Manager: Monica Cristeto
Production Assistant: Saray Carazo
Location Manager: Filippo Del Bello
Production Designer: Robin Brown
Editing: Ben Jordan @ Work Editorial