James Bond’s not so secret mission in global Heineken campaign

Heineken’s new advertisement featuring Bond actor Daniel Craig, in his role as James Bond, is a real ‘cracker’. The brilliantly executed ad, which started appearing last month, ahead of the release of the 23rd James Bond adventure SKYFALL™, sees Craig starring alongside SKYFALL™ Bond actress Bérénice Marlohe. It’s the first time that Craig has ever appeared in a ad for Heineken. Building on a 15 year relationship with the Bond franchise, the new
Heineken ‘Crack the Case’ campaign takes viewers into a moving train somewhere deep in snow-covered mountains, providing them with the opportunity to be a secret agent themselves.
As well as TV, there is also a digital campaign which is a step forward for the brand too. The interactive experience begins exactly where the TV advert leaves off, with viewers invited onto a train by the smouldering Bérénice before it embarks on a voyage through a spectacular vista of snowy mountains. Putting viewers through their paces, a series of gruelling tests will lead them to ‘Crack the Case’ whilst protecting its contents from ferocious Bond villains.
The aim is to ensure that Heineken® and Bond are able to reach out to more consumers than ever before and propel the campaign to new heights.
In addition to exploding conversation across digital, social and owned media platforms, the offline execution of ‘Crack the Case’ will bring the drama of the virtual experience ‘live’ to a broader audience across the globe in October. Several markets will host unique Heineken® experiences in iconic locations.