Conceptualised by Wieden & Kennedy, the Dutch beer brand’s new ad features Daniel Craig as James Bond and is part of its integrated global ‘Spectre’ campaign
BestMediaInfo Bureau | Delhi | October 23, 2015
Dutch beer brand Heineken has unveiled its new commercial featuring Daniel Craig as James Bond as part of its integrated global ‘Spectre’ campaign. The ad has been conceptualised by Wieden & Kennedy, Amsterdam.
Heineken’s ‘Spectre’ campaign is the brand’s largest global marketing platform of 2015. ‘Spectre’, the 24th James Bond adventure from Albert R Broccoli’s Eon Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, will be released first in the UK on October 26, 2015 and in India on November 20, 2015.
Heineken is the only ‘Spectre’ partner, who has created the commercial starring Daniel Craig that involves a high-speed boat chase. The Heineken commercial was launched first via Facebook on September 21, 2015, followed by television and cinema screens worldwide.
This campaign celebrates the seventh film of the Heineken-Bond partnership, a relationship that began in 1997, starting with ‘Tomorrow Never Dies’. Heineken was also involved in ‘The World is Not Enough’, ‘Die Another Day’, ‘Casino Royale’, ‘Quantum of Solace’ and 2012’s ‘Skyfall’.
In the commercial, Heineken uses ‘Spectre’ cinematographers and stuntmen to ensure the action sequences are authentically Bond. The added twist involves a young woman, actress Zara Prassinot, who accidentally becomes embroiled in a high-speed boat chase, where she helps 007 save the day.
The ad shows Bond trying to escape a couple of thugs on a speed boat, but accidentally hooks Zara, who is on a water ski. The hapless girl is strung along on the high-speed chase across the lake and crashes through a wedding taking place by the lake side while still on her ski, and along the way picks up a tray full of Heineken beer bottles. She even drops off a couple of bottles on a raft with two lovers on a romantic outing before jumping on to Bond’s speed boat, where the spy is fighting off one of the goons. She then sees a parachute on the boat and hooks the goon to the chute, who floats away as the boat speeds off. After this adventure, Bond turns to Zara and asks nonchalantly, “Lunch?”
Samar Singh Sheikhawat, Senior Vice-President, Marketing, UBL, commented, “In celebration of a partnership spanning 18 years, the ‘Spectre’ campaign is our most innovative ever. The very nature of the Bond film franchise gives us opportunities to take a cutting-edge and pioneering approach that both excites and adds real value to the film fan’s experience. By featuring Daniel Craig in our TVC, we will give fans access to the world of James Bond.”
To further heighten anticipation ahead of the movie’s release this autumn, fans will be given access to special edition Heineken Spectre bottles and cans, which are being launched in India for the first time. In order to unlock exclusive content from the movie, fans would need to visit the Heineken website and scan the Heineken label on the special-edition packs. Content would feature Daniel Craig, plus behind the scenes footage from five of the movie’s dramatic locations – Mexico City, Rome, London, Austria and Morocco. The campaign in India would also include purchase-linked promotions, where fans could win exclusive Spectre merchandise.