21/11/2022
Sometimes casting is everything.
There aren't many more iconic film moments than James Bond ordering a martini. In the 24th movie in the 007 series, "Spectre", Belvedere Vodka partnered with the franchise and launched a limited edition bottle with the famous gun barrel logo, the mark of the fictional Spectre organization and the recipe for the timeless shaken not stirred martini.
The 25th Bond movie was Daniel Craig's final role as the legendary superspy, a role he is most identified with and the one that gained him international fame. In the last few years the british actor wasn't shy about his exhaustion with it and its physical and mental costs. Until now none of the older Bonds managed to shake off the 00 image.
The new Belveder Vodka commercial, starring the newly retired Bond Daniel Craig, is a bit of a playful experiment in viewer expectations and breaking an image. The video, directed by the brilliant Taika Waititi opens with a cinematic feel and credits that say that the actor here is playing "himself" (square quotes in the original title). In dramatic black and white and old school 4:3 aspect ratio the camera aproaches him from behind as he is standing on a bridge staring at the river, dressed in a white suit with intense organ music playing in the background. I can only assume it refers to Bond's death in the latest film. The camera slowly circles around him, showing us his seriousness, but then he goes and breaks it all in a second with a naughty smile as he escapes the crowd and paparazzi into the back of a Rolls Royce. When he rolls out the other side of the car we are suddenly in color and normal 16:9 aspect ratio. Now he's wearing a completely different outfit (leather jacket, silver hip-hop chain and sunglasses), dancing his way down the road to a modern r&b song. He still has that badass look but instead of killing his way to the nearest bar, he's shaking and twerking (also walking on water). Middle aged Bond is being reborn as a party boy right in front of our eyes. At the end we hear the yelling "and cut!" and then we see Taika Waititi (the real director) telling Craig "Let's go again, just be yourself" and Craig winks at us one more time, mocking us for ever thinking we may know what he's all about.
So what's so cool about it (except for all the dancing)?
It's the perfect match between a brand and a talent selling the message of transformation and breaking the mold.
Cheers to anyone who made it this far 🍸
Belvedere Vodka reveals a monumental campaign featuring critically acclaimed actor, Daniel Craig, as he has never been seen before. Directed by Academy Award...
