Daniel Craig will always be James Bond in Heineken tie-up campaign

The martini-loving character plugs Heineken and beer's alcohol-free 0.0 version in push tied to April release of ‘No Time to Die’

Published On
Jan 15, 2020

Editor's Pick

James Bond is changing with the times, and so is the way Heineken is using him in marketing. The brewer—which has rankled some Bond purists with previous product placement deals that had Bond swapping a Heineken for his standard martini—is taking it a step further this year. It's plugging its non-alcoholic Heineken 0.0 as part of a campaign tied to the April release of “No Time To Die,” which some observers are pegging as the “wokest Bond film yet.”

No, Bond is not swearing off booze. But he is apparently experimenting with moderation, which is quite a change for a character so associated with cocktails that a 2018 study from The Medical Journal of Australia, called “License to Swill,” diagnosed the character with “severe alcohol use disorder.”

The campaign by Publicis Italy includes one 15-second teaser spot that shows Daniel Craig’s Bond passing on an elaborately garnished “Double O” martini because, as he says, “I’m working.” Another longer form spot shows Craig playing himself in real life, but dealing with people, like a female cab driver, who think he is Bond. That ad, released today, features regular Heineken and feeds into the notion that Craig, appearing in his last Bond movie, “will always be James Bond in the eyes of fans around the world.”

Bruno Bertelli, global chief creative officer at Publicis, tells Ad Age's Creativity: "The idea was originally inspired by Craig's comments a few years ago on how he didn't want to be Bond any more. So, we tried to play off the Daniel Craig versus James Bond angle, the public versus private persona. Plus we wanted to bring some light-heartedness to the James Bond story, in line with Heineken's brand values about not taking life too seriously."

Read more about the campaign over at AdAge.com

Contributing: Alexandra Jardine


Jan 15, 2020
Client :
Agency :
Publicis Worldwide
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
Chief Creative Officer Publicis Italy :
Cristiana Boccassini
Global Executive Creative Director :
Marco Venturelli
Global Executive Creative Director :
Luca Cinquepalmi
Global Executive Creative Director :
Luissandro Del Gobbo
Associate Creative Director :
Fabrizio Tamagni
Associate Creative Director :
Michela Talamona
Digital Creative Director :
Mihnea Gheorghiu
Digital Creative Director :
Milos Obradovic
Associate Creative Director :
Gustavo Lacerda
Digital Creative Director :
Sandra Bold
Digital content Creator :
Andrea Parra Vinasco
International Strategic Planner :
James Moore
Head TV Production :
Mariella Maiorano
TV Producer :
Carla Solaro
Post-Producer :
Sabrina Sanfratello
Worldwide Account Director :
David Pagnoni
Account Director :
Francesca Baldrighi
Account Director :
Silvia Ghiretti
Head TV Production :
Colin Hickson
Senior Strategist :
Stuart Williams
Production Company :
Director :
Miles Jay
Director of Photography :
Chayse Irvin
Managing Director :
Fergus Brown
Producer :
Gustav Geldenhuys
Production Manager :
Sam Jackson
Production Designer :
Robin Brown
BTS Director :
Sean Hill
Editor :
Ben Jordan
Editor :
Hasani Franke
Editor :
Stuart Greenwald
Post Production Company :
The Mill
Executive Producer :
Misha Stanford Harris
Sound Engineer :
Raj Sehgal
Sound :
Grand Central Recording Studios

Need a credit fix? Contact the Creativity Editors

Project Type