W+K Amsterdam launched a new spot for Heineken called “The Chase,” which also functions as a cross promotion for the November 6 release of the new James Bond movie Spectre.
This campaign will almost certainly be the agency’s last work for the beer brand, which moved its business to Publicis Worldwide in June for some completely unknown reason.
“The Chase” stars Daniel Craig as Bond, attempting to escape a group of men by jumping into a motor boat. What he doesn’t know is that a woman is attached to the boat via water skis. As a kind of wild card she’s able to help Bond fend off his pursuers, in part by distracting them with Heineken. The zany action is a tad on the goofy side, but it has a certain lighthearted appeal and benefits from the hype surrounding Spectre and Craig‘s sheer star power.
“The Chase” received its online debut and mobile debut via Facebook, and will roll out on broadcast and in theaters tomorrow. Supporting the spot is a digital campaign which will include Spyfie, “the world’s first selfie from space,” as well as limited edition Spectre themed bottles and packaging.
“In celebration of a partnership spanning 18 years, our Spectre campaign is our most innovative ever,” said Heneken USA senior vice president of marketing Ralph Rijks. “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 21+, access to the world of James Bond.”