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Take a look behind the scenes at the making of the
Casino Royale tie-in commercial with Heineken
starring Eva Green...
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Casino Royale Heineken Commercial
2nd November 2006
Heineken recently launched their new
global advertising campaign, starring Eva
Green as Vesper Lynd in the new
James Bond film Casino Royale, which has its worldwide
premiere in London on November 14th.
The campaign features the commercial, titled ‘Waiter’, for TV,
internet and cinema, now showing on the official Heineken
website. Additionally, Eva Green features in print and outdoor advertising,
consumer competitions to win exclusive James Bond prizes, merchandise and on-
and off premise promotions. The campaign is activated by Heineken in over 40
markets from October through February 2007.
Heineken is the first in the history of James Bond to
shoot its commercial using the actual Bond film set.
It
is also the only time that lead Bond actors feature in
a brand advertising campaign linked to Casino Royale.
In addition to the appearance of Eva Green, in character
and
costume as Vesper Lynd, the original Bond themed music
is featured in the Heineken commercial. |
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Above: Eva Green prepares to shoot
a scene outside the "Hotel Splendide"
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The commercial has all the ingredients of a Bond film – sophistication,
suspense and action, with a twist of humour. The plot shows James
Bond’s co-star Vesper Lynd entering Hotel Splendide to
rendezvous with Bond in his room. In Casino Royale, Vesper is
sent by ‘M’ to keep a watchful eye on Bond. In the
Heineken ad, Vesper’s mission continues. As she strides
across the lobby, she observes some suspicious activity. In the
end, Vesper gets her Heineken.
The commercial was shot at the same location as the "Casino
Royale" - actually Grand Hotel Pupp which doubles
as Hotel Splendide in the film. Shane Hoyne, Heineken International
Communications Manager, explained "We felt that to
be true to what we wanted, we needed to be true to the
movie. So we chose to shoot using authentic locations"
Executive Creative Director Kevin McKeon explained the
concept behind the commercial, "We viewed this as
a 30-60 second mini-film. A great piece of Bond film is
a hard thing to come up with. It's got to be really exciting,
and it's got to have a little bit of wit to it and it's
got to be clever. It's got to have everything that a James
Bond film delivers". |
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Above: One of the print advertisements Heineken have produced
to tie-in with Casino Royale, also featuring the Carta
Mundi cards from the film. |
The advert was directed by by Stephen Gaghan, who enjoyed recent
success with the critically acclaimed film "Syriana".
Eva Green commented on the choice, "I'm very happy he’s
doing the commercial because it's quite edgy and unusual. He
cares about the characters"
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Above: Posters featuring Eva Green as Vesper Lynd from "Casino
Royale" |
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Peter van Campen, Director Group Commerce, Heineken
International said, “Partnerships with the international
film industry are an important part of our global marketing
strategy to
further increase the premium Heineken brand equity and
accelerate the growth of the brand, which is available
in almost every
country in the world. Through experiencing the World of
Bond, both on and off screen, Heineken connects with its
urban
young adult consumers worldwide and drives desirability
and demand for the brand.”
Christopher Carroll, Heineken’s global marketing
manager and responsible for film partnerships said, “This
campaign is truly original due to our partnership with
Eon and Columbia Pictures, commitment of James Bond talent
and the on-location filming. Heineken worked closely with the director Stephen
Gaghan
and the Casino Royale make-up artists, stylists, costume department and production,
to ensure the campaign remained true and authentic to the Casino Royale film
and the world of James Bond."
 Heineken
Casino Royale TV Commercial Image Gallery
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