Heineken® is running “Daniel Craig vs James Bond”, a commercial tied in with the April release of the 25th James Bond film, No Time To Die. The TV commercial, which will be shown in over 75 countries, gives a fresh perspective on Daniel Craig’s iconic portrayal of James Bond. Filmed in the Spanish towns of Tamarit and Cardona, the Daniel Craig vs James Bond commercial shows the actor attempting to take a relaxed undercover break, despite being seen by the locals as James Bond himself. His taxi driver provides a stirring ride up the hill worthy of a James Bond movie. When he gets out he realises that he’s left his passport and wallet in the taxi. Craig takes inspiration from his alter ego to race through the streets and plaza to intercept the driver. Entering the castle he must suit up, thus becoming the suave James Bond. However he draws the line at taking a martini, instead opting for a Heineken beer, alcohol included. After all, he’s not working.
Gianluca Di Tondo, Senior Director, Global Heineken® Brand comments on the campaign.
“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.”
Miles Jay comments on the experience of directing the commercial.
“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”.
No Time To Die, is the twenty-fifth James Bond film from EON Productions and will be released globally from April 2, 2020 in the U.K. through Universal Pictures International and in the U.S on April 10, from Metro Goldwyn Mayer Studios via their United Artists Releasing banner.
Daniel Craig vs James Bond Credits
The James Craig vis James Bond campaign was developed at Publicis Italy by global chief creative officer Bruno Bertelli, chief creative officer Cristiana Boccassini, global executive creative directors Marco Venturelli, Luca Cinquepalmi, Luissandro Del Gobbo, associate creative directors Michaela Talamona, Fabrizio Tamagni, Gustavo Lacerda, digital creative directors Mihnea Gheorghiu, Milos Obradovic and Sandra Bold, digital content director Andrea Parra Vinasco, international strategic planner James Moore, head of TV production Mariella Maiorano, TV producer Carla Solaro, post producer Sabrina Sanfratello, worldwide account director David Pagnoni, account director Francesca Baldrighi and Silvia Ghiretti, with Publicis•Poke by head of TV production Colin Hickson, senior strategist Stuart Williams, working with Heineken senior director global Heineken brand Gianluca Di Tondo, integrated communication and CMI manager Daniela Iebba, digital manager Brogan Simpson, global communication manager Jessica Setiawan, director of global sponsorship Hans Erik Tujit, global brand sponsorship manager Rob Van Griensven.
Filming was shot by director Miles Jay via Smuggler with director of photography Chayse Irvin, behind-the-scenes director Sean Hill, executive producers Patrick Milling-Smith, Fergus Brown, Brian Carmody, producer Gustav Geldenhuys, production assistant Saray Carazo, location manager Filippo Del Bello, production manager Sam Jackson and production designer Robin Brown.
Editor was done at Work Editorial by editors Ben Jordan, Hasani Franke and Stuart Greenwald.
Production services in Spain were provided by TwentyFourSeven by producer Ivo Van Vollenhoven, and production manager Monica Cristeto.
Post production was done at The Mill, with executive producer Misha Stanford Harris.
Audio post production was done at Grand Central, by sound engineer Raj Seghal.