Heineken has unveiled a new TV ad featuring Daniel Craig
as James Bond in a high-speed boat chase. The Dutch beer brand has also announced an exciting digital
campaign featuring the world’s first selfie from space, dubbed the Spyfie. Spectre, the 24th James Bond adventure, from Albert R.
Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures
Entertainment, was released in the UK on October 26 and in the US on November
6.
 |
| Heineken Spectre limited-edition bottle |
The Heineken TV campaign was launched first via Facebook,
and was shown on TV and cinema screens worldwide 24 hours later. It uses
Spectre cinematographers and stuntmen to ensure the action sequences are
authentically Bond. The added twist involves a young woman, Zara, who
accidentally becomes involved in a high-speed boat chase where she helps the
world’s favourite spy to save the day. The campaign can be seen on this link:
http://youtu.be/vuMvhJaWIUg.
For its digital Spectre campaign, Heineken took the
world’s first ever selfie from space. For the Spyfie, Heineken partnered with
Urthecast to take ultra-HD imagery using its camera on the Deimos satellite,
currently in orbit 600km above the Earth’s surface.
In early November, Heineken also created a selfie for the
attendees of the brand’s exclusive Spectre screening event, held in a secret location.
The Spyfie content was bespoke for each attendee of the top-secret experiential
event, and was sent to their mobile devices for use on social media.
A limited-edition Heineken Spectre bottle is now available in travel retail stores. Sean McNaughten, manager of Heineken Global Duty Free,
said: “In celebration of a partnership spanning 18 years, our Spectre campaign
is our most innovative ever. 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 TV campaign and activating Spyfie once again, we will give fans
access to the world of James Bond.”
Ahead of the movie’s release, fans were given access to
exclusive Spectre content, through an estimated half a billion Spectre bottles
on sale worldwide. Fans simply scan the Heineken logo on special-edition
Spectre bottles, cans and packs to unlock exclusive content with Daniel Craig,
plus behind-the-scenes footage from five of the movie’s dramatic locations: Mexico City, Rome, London, Austria and Morocco.
