It's been a long road for brands sponsoring James Bond's latest outing. "No Time to Die" was originally set to be released in April 2020; the date was then pushed back twice due to the pandemic, and it will now finally make its cinema debut on Sept 30. in the U.K. and Oct. 8 in the U.S.

Heineken's first ad themed around the movie appeared in January 2020, when the brand first released a spot starring Daniel Craig plugging its zero alcohol lager. That now seems like aeons ago, and the brand is now using Craig to poke gentle fun at the movie's long delay in a new TV commercial.

Created via Publicis and directed by Smuggler's Sam Gold, the 30-second spot depicts Craig sitting in a bar and slowly pouring himself a glass of cold Heineken. He waits a few seconds before sipping it and quipping, "Well worth the wait."

As far as beer goes, the sentiment is somewhat reminiscent of Guinness' famous line "Good things come to those who wait," which centers on the extra time it takes to pour a pint of the stout. But here, Heineken and PR agency Edelman also carried out a real "experiment" to help promote the campaign. It gave 115 people cold Heineken or Heineken 0.0 beer at intervals between 0 and 30 minutes, proving that people who waited 20 minutes had the highest levels of satisfaction.

“Heineken has been a proud partner of James Bond films since 1997. So, like all Bond fans, we also can’t wait for 'No Time To Die' to hit cinemas," said Bram Westenbrink, global head of the Heineken brand, in a statement. "That said, we believe some things really are worth waiting for. And now we can prove it. Whether it’s an ice-cold Heineken or an action-packed blockbuster—the best things truly do come to those who wait.”