Heineken has debuted a new television advertisement featuring Daniel Craig, as the Dutch brewer prepares to mark the release of the latest James Bond film, Spectre.
The commercial follows Bond on a high-speed boat chase, as a young woman – played by Zara Prassinot – is inadvertently dragged into the action. Pulled along by the speedboat that the famous spy has commandeered, the woman is shown interrupting a wedding reception, where she picks up a tray of four bottles of Heineken.
Launching mobile-first through Facebook and then premiering on television and cinema screens worldwide, the advert forms part of the brand’s largest global marketing platform of the year. Heineken, which has had an association with the James Bond franchise since 1997, is the only Spectre partner to create a television commercial starring Daniel Craig.
The beer maker will additionally launch a digital Spectre campaign that will see it take the world’s first ever selfie from space. For the “Spyfie” moment, Heineken has partnered with Urthecast to take ultra-high definition imagery using its camera on the Deimos satellite, currently in orbit more than 350 miles above Earth’s surface.
Through a relay of technology, Heineken will take a selfie photograph of lucky attendees specially recruited from around the world, who will also take part in an exclusive Spectre screening event in a secret location in early November.
Ralph Rijks, senior vice president of marketing for Heinken USA, said: “In celebration of a partnership spanning 18 years, our 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 television spot and activating ‘Spyfie’, once again we will give fans [over the age of 21] access to the world of James Bond.”
Heineken will also produce an estimated half a billion limited-edition Heineken and Heineken Light bottles featuring the Spectre logo, and including a scannable code that unlocks free movie tickets in partnership with ticket-selling service Fandango.
Spectre will be released in the UK on 26 October, and in the US on 6 November.
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