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Heineken Commercial

15th January 2020

The new tie-in beer commercial featuring Daniel Craig has been launched

MI6 logo By MI6 Staff
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Heineken has launched its latest James Bond TV commercial featuring Daniel Craig. The launch comes ahead of the April release of the 25th James Bond film, No Time To Die. Heineken has been the proud partner of the Bond franchise for the last eight films.

The TV commercial, which will be shown in over 75 countries, gives a fresh perspective on Daniel Craig’s iconic portrayal of James Bond. Focussing on the premise that Daniel Craig will always be James Bond in the eyes of fans around the world.

'Daniel Craig vs James Bond' follows Daniel Craig in a quaint, ocean-side European village as he is carrying out the ultimate 007 mission: getting some R&R.

Action is never far away when James Bond is involved. He leaves his passport and wallet in a local cab on his way to dinner, and a chase ensues. Of course, he manages to complete his 'mission' and sits down at the bar for a well-deserved drink. Hold the martini though, Daniel Craig goes for an ice-cold Heineken instead.

Director Miles Jay comments: "It doesn’t get much better than shooting Daniel, as Bond, in a castle in Spain. Having the freedom to play with tropes of Bond allowed us to be incredibly playful. The trust from all involved was tremendous."

Gianluca Di Tondo, Senior Director, Global Heineken Brand said; “Heineken has enjoyed a long-standing relationship with the James Bond franchise for over two decades, covering the last eight films. Ahead of the release of No Time To Die, we wanted to bring a twist to the iconic character and show how Bond lives beyond the film – as we believe, once James Bond, always James Bond. In addition, as we do with our other partnerships such as UEFA Champions League and Formula One, we have developed a dedicated Heineken 0.0% element to the campaign. This part of the campaign, as well as outlining the consumer choice available in our portfolio, has already created significant media debate.”

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