Not Shaken or Stirred, Anymore


Watch the Casino Royale/ Heineken commercial:
http://www.youtube.com/watch?v=uexH46G0QNc

The highly anticipated new James Bond movie, Casino Royale, teamed up with Heineken to advertise the movie and beverage. 007 doesn’t drink martinis or Red Stripe, like the last product placement in the last movie, anymore, he drinks Heineken. Although he doesn’t even make an appearance in his own commercial, its still all about the stealthy spy moves by the new Bond girl.

Although we know that a server is carrying it on a tray and enters the elevator with it, Eva Green, the Bond girl leaves the elevator, races the server to a room and supposedly beats him up outside of it. She picks up the Heineken, takes it into the room, pops the cap and smiles. Although I don’t get what specific message they are trying to send, or if they are just merely trying to associate themselves with it, but they really need to pick up pace for the next commercial.

But TMC News says that “The commercial has all the ingredients of a Bond film - sophistication, suspense and action, with a twist of humour”, although I have to disagree. Later, after much research, I come to find that:
“The plot shows James Bond's co-star Vesper Lynd entering Hotel Splendide to rendezvous with Bond in his room; In Casino Royale, Vesper is sent by 'M' to keep a watchful eye on Bond. And n the Heineken ad, Vesper's mission continues. As she strides across the lobby, she observes some suspicious activity. In the end, Vesper gets her Heineken”, says TCM News.

Now that makes more sense, but shouldn’t a good ad say it all for itself, unless it wants you to search more info out at their website? Well, I don’t believe that is what the 007 and Heiniken people had in mind. But this is the only time that lead Bond actors are featured in brand advertsisng campaign linked to Casino Royale”.
Eva Green is in the “print, outdoor advertising, and consumer competitions to win exclusive James Bond prizes, merchandise and on- and off premise promotions”, states TMC News

I still feel that for a ground-breaking "six figure promotional partnership" the creative team could have come up with a lot of more impressive things that 'go bang' for that commercial, seeing as how it could have featured cool spy gear, awesome fighting scenes, and maybe next time, even, Bond himself. I wonder why they chose this typical situation for the commercial, and why its not even Daniel Craig’s real voice, according to AdJab, and many other sources.
In accordance with my questions, Heineken International had that said, "Partnerships with the international film industry are an important part of our global marketing strategy to further increase the premium Heineken brand equity and accelerate the growth of the brand, which is available in almost every country in the world. Through experiencing the World of Bond, both on and off screen, Heineken connects with its urban young adult consumers worldwide and drives desirability and demand for the brand." Great. Not as an inspiring an answer, as I originally thought. But, I still don’t see those gadgets?


Read about it at:
http://www.tmcnet.com/usubmit/2006/10/27/2023109.htmhttp://www.adjab.com/2006/10/27/james-bond-drinks-heineken-video/

Read why it didn’t make sense, and why no one can tell what its about, at:
http://www.canmag.com/news/4/3/5440