New Heineken Ad Promotes James Bond Movie As “Worth The Wait”

Heineken just debuted an ad starring actor Daniel Craig that promotes the latest addition to the long-running James Bond series No Time To Die, and the popular lager as “well worth the wait.”

This is Craig’s ninth Heineken ad but not his first promoting the new movie. You’d have to go back to the pre-pandemic world of January 2020, just months before the international spread of COVID-19, which effectively put an end to the film’s original April 2020 release date.

Those ads (there were two, one promoting Heineken 0.0%, the brewer’s bestselling non Heineken 0.0% the brewer’s bestselling non-alcoholic option-alcoholic option) where much flashier affairs complete with car chases in exotic European locales.

Heineken’s newest spot takes a more subdued route, according to Fast Company…

“Daniel Craig sits in a quiet pub. As Portishead’s mellow “Glory Box” swoons in the background he picks up a bottle of Heineken off the table and calmly pours it in a glass. After an unrushed, contemplative sip he stares directly into the camera. ‘Well worth the wait.”

From a marketing angle Heineken’s approach couldn’t be more on target. After all, No Time To Die, has been delayed three times over the past 18 months as the world struggled to reclaim some sense of normalcy.

Daniel Craig’s new spot for Heineken is but the latest in a series of Bond /Heineken tie-ins that span eight films and 23-years.

“Heineken has been a proud partner of James Bond films since 1997,” explains Bram Westenbrink, global head of the Heineken brand, alluding to its sponsorship of that year’s Tomorrow Never Dies. Whether it’s an ice-cold Heineken or an action-packed blockbuster – the best things truly do come to those who wait.

And after so many delays, both Heineken and the film’s producers hope that the audience will agree that No Time To Die will be “Well worth the Wait.”