As Barbara Broccoli and Eon Productions tease the world with who the new James Bond will be, former 007 Daniel Craig – remember him? – has moved on, it seems, to the world of advertising and here he is in all his glory as you have never seen him before…
Yep, “super-premium” vodka brand Belvedere has enlisted the actor for its new campaign,”Belvedere Presents Daniel Craig”, set in Paris.
Choreographed by JaQuel Knight, to an original track written and performed by Rita Ora and Giggs and produced by hitmakers Invisible Men, Bandits and Hungry Man, the ad sees our Daniel camping it up like a trooper – a super trooper at that.
Not that you would guess it from the official blurb, which goes something like this: “Directed by Academy Award-winning filmmaker Taika Waititi, the unexpected, fun and inspired collaboration, showcases Daniel’s talent to surprise and innovate.
“Taika’s unique vision imagines how life might look when the cameras are not rolling. Daniel moves out of a gathered crowd and passes across Paris’ iconic Pont Neuf bridge.
“He playfully sashays his way through the lobby, hallways, and rooftop of the luxurious Cheval Blanc Hotel Paris never missing a beat. Finally, and seemingly without a care in world, the actor side-steps into the spectacular suite, and dances towards the Belvedere bar.
“Then just as he is about to take an ice-cold sip, the director yells cut, and Waititi makes a cameo, as he asks Daniel to take it from the top once more.
“All in all, a group of inventive and gifted provocateurs, who each have a taste for the unconventional, have creatively captured an incredibly unique snapshot as a nod to theirs and Belvedere’s shared values of self-expressions, authenticity and style.”
So, what is the consensus around the Decision Marketing office?
Well, as is often the case, if you ignore the blurb and simply watch the ad, it is way, way better than they make it out to be.
To be fair, it is a bit weird seeing Danny Boy camping it up, but then again, that is the entertaining part.
Decision Marketing Adometer: A “doing it with style” 9 out of 10