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Former students create 'binge drinking' cinema campaign with James Bond

08-Dec-2010 • Bond News

He is he world’s smoothest secret agent who oozes style and sex appeal from every pore. But this month Coventry cinema goers will be treated to a glimpse of James Bond as they have never seen him before, reports the Coventry Telegraph.

Because 007 ends up both shaken and slurred after knocking back too many Martinis in a swanky casino.

The jaw-dropping advert is part of a Christmas campaign to warn about the dangers of binge drinking.

Former Stoke Park (Coventry, UK) schoolboys Matt Cooke and Vince Lund filmed it at Coombe Abbey and the Chace Hotel.

Matt said: “Alcohol awareness is a tough and often-covered subject, so we wanted to make the film both original and memorable.”

The 30-second advert is entitled Shaken and Slurred – a twist on Bond’s classic “shaken but not stirred” catchphrase.

It stars Leamington actor Jay Sutherland as James, who looks typically suave and sophisticated as he makes his grand entrance.

But after guzzling too many drinks the slaughtered secret agent soon sparks comic carnage, waving his gun around and accidentally shooting a hidden dart into a fellow gambler while checking his watch.

Read More http://www.coventrytelegraph.net/news/coventry-news/2010/12/09/former-coventry-schoolboys-make-drunk-james-bond-drinks-danger-cinema-advert-92746-27795654/#ixzz17dgeiBBE

The clip ends with James firing his gorgeous girlfriend – played by Coventry girl Holly Matthews – from the ejector seat of his classic car.

It will be shown on every screen at the Odeon cinema at the Skydome from December 17-23.

Vince said: “Using only local businesses and film-making talent to get this advert onto the big screen, we believe we’ve achieved something all of Coventry can be proud of.”

Incredibly, the slick advert cost just £1,800 to make – a snip compared to the £10,000 recently spent on a rap video to promote fire safety in the West Midlands.

Industry experts were so impressed they immediately nominated it for the prestigious Health Business Awards, which are bring held in London tonight.

But the real measure of the film’s success will be how many booze-fuelled injuries it prevents during Christmas and New Year.

Last year University Hospital began tracking the number of alcohol-related admissions through A&E.

A spokeswoman said the “embryonic” figures should be treated with caution but they showed a spike over Christmas and New Year, with more than three times as many alcoholic injuries during the last two weeks of December than during the final fortnight of November.

Coun Phil Townshend, cabinet member for neighbourhood services, saysthe film will have an impact.

He said: “The film is fantastic and very clever using a mix of humour with a serious message.”

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