Some most alarming news on waking this morning. James Bond may be ditching his Vodka Martini for Heineken. Gasps of horror, such product placement audacity hasn’t been risked since he tried driving BMW for just the one movie. But it seems it may be true.
Adage is reporting that Heineken USA is relying on Bond to push it’s flagship product. The Bond advertising campaign will coincide with the fall release of “Skyfall,” the latest installment in the long-running movie franchise. Bond, played by Daniel Craig, will star in a Heineken ad. The spot, which will run globally, is by brand agency-of-record Wieden & Kennedy, Amsterdam, and directed by Fredrik Bond (no apparent relation). In the movie, Bond will swap his trademark Martini for a sip of the brew, at least in one scene. The integration, which will include Bond images on packaging, marks the largest activation in the brand’s 15-year partnership with the 007 franchise, according to the brewer.
Of course, Heineken is no stranger to spies, Bond’s close relative, Austin Powers featured the brand significantly and even made a commercial