Ad of the Day: Bond Gets a New Sidekick in W+K’s Entertaining Swan Song for Heineken

Daniel Craig opens 'The Chase,' but a lady takes the lead

Another day, another James Bond movie, another dapper chase scene of a Heineken commercial—but with a new kind of hero.

Daniel Craig bookends this new 90-second, high-octane ad—from Wieden + Kennedy Amsterdam and MJZ director Tom Kuntz—promoting both the beer brand and the Nov. 6 release of Spectre, the next film in the 007 franchise.

The commercial's format harks back to the 2012 Skyfall tie-in, when a case of mistaken identity found a Heineken "Man of the World"—basically your everyday Bond—deftly evading villains who thought they were pursuing Craig.

This time, the innocent who's unwittingly swept into the action is an equally dextrous woman, who seems perfectly at home getting dragged along behind Bond's speedboat on water skis, carrying a tray of lagers and using her feminine wiles to run the evil-doers into rocks. She also tries the old hat-throwing trick, in a cheeky nod to Goldfinger's Oddjob (or perhaps an even more subtle reference to Austin Power's ineffectual shoe-chucker).

Still, at its heart, it's consistent with Heineken's core advertising theme for the past five years—ridiculously slick dudes having a blast and charming beautiful women all over the world—as well as its target (guys who fancy themselves such).

This is W+K Amsterdam's last effort for Heineken, and it will be a fitting end to the gangbusters approach if the brand changes strategic course as it shifts to its new agency Publicis. At this point, the lines between Bond and Heineken's own character seem deliberately blurred to the point of being indistinguishable.

But it's still good fun.

CREDITS

Client: Heineken

Senior Marketing Director Global Heineken Brand: Gianluca Di Tondo

Global Heineken Communications Director: Sandrine Huijgen

Heineken Communications Manager: Jules Macken

Global Sponsorships Director: Hans Erik Tuijt

Spot: "The Chase"

Agency: Wieden + Kennedy Amsterdam

Executive Creative Director: Mark Bernath, Eric Quennoy

Creative Director: Faustin Claverie, Thierry Albert

Art Director: Faustin Claverie

Copywriter: Thierry Albert

Head of Broadcast Production: Joe Togneri

Broadcast Producer: Jaime Tan

Assistant Producer: Stijn Wikkerink

Planner: Nick Docherty

Group Account Director: Jordi Pont

Account Director: Jonah Dolan

Account Manager: Elianne Vermeulen

Project Manager: Stacey Prudden

Business Affairs: Michael Graves

Production Company: MJZ

Director: Tom Kuntz

Director of Photography: Benoit Debie

Production Designer: Robin Brown

Producer: Chris McBride

Executive Producer: Debbie Turner

Editorial Company: Whitehouse Post

Editor: Russell Icke

Edit Assistant: Stephen Dunne

Executive Producer: Lisa Kenrick

Producer: Antonia Porter

Audio Post: 750MPH

Sound Designer/Mixer: Sam Ashwell

Music

Artist/Title: "The Hell Raisers" by Syd Dale

Label: KPM

Publisher: EMI Music Publishing Benelux

Additional Musicians: Pandit Dinesh – Percussion; Andy Mellon – Trumpet

Postproduction: MPC London

VFX Supervisor Dan Sanders

2D Team David Filipe, Toya Dreschler, Ed Taylor

3D Lead Amir Bazazi

3D Team Fabio Santoro, Adam Leary, Arttu Koskela, Rune Mansson,

Telecine Mark Gethin

Producer Paul Branch