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James Bond Just Wants To Chug A Brew, Bro

By / 04.03.12

In a move that probably would have helped MGM avoid nearly losing the entire franchise, James Bond – both the character and the man who plays him – will be used to shill for Heineken a little heavier than usual as the release of Skyfall approaches. The latest Bond film, which almost didn’t happen because MGM was broke as a joke, will hit theaters on Nov. 9, but Daniel Craig will be appearing in Heineken commercials long before then.

The Bond campaign will coincide with the fall release of “Skyfall,” the latest installment in the long-running movie franchise. Bond, played by Daniel Craig, will star in a Heineken ad. The spot, which will run globally, is by brand agency-of-record Wieden & Kennedy, Amsterdam, and directed by Fredrik Bond. In the movie, Bond will swap his trademark martini for a sip of the brew — at least in one scene. The integration, which will include Bond images on packaging, marks the largest activation in the brand’s 15-year partnership with the 007 franchise, according to the brewer. (Via Advertising Age)

It is somewhat amusing that MGM is counting on this kind of “major integration” to produce some extra coin while Austin Powers, the film franchise that of course mocks the Bond films, already incorporated Heineken as part of the jokes years ago.

Or maybe this just means Mike Myers is psychic. But that can’t be, because he would have known The Love Guru was a flaming pillow case filled with diapers.

Meanwhile, in the unsubstantiated rumor department, because MGM needs to hit a grand slam with Skyfall – hence the hiring of Sam Mendes as director and casting of Javier Bardem and Ralph Fiennes as villains – the timing of news that Adele plans to release a single later this year makes for a delicious coincidence.

The 23-year-old Grammy winner’s name has been linked to “Skyfall,” hitting theaters on Nov. 9, for a number of months now. And having that huge gap between a new single and the rest of the new album has fueled the rumors.

If she landed the 007 gig, Adele would join a pantheon of pop legends to have recorded songs for the spy franchise — including Paul McCartney (“Live and Let Die”), Duran Duran (“A View to a Kill”), Carly Simon (“Nobody Does It Better” from “The Spy Who Loved Me”) and Madonna (“Die Another Day”). (Via NY Daily News)

Not only should this happen – and it probably will – but MGM should cast Adele as a Bond girl, too. Her name could be Holly Hastogivegoodhead.


TAGSadeleHEINEKENJAMES BONDJAMES BOND SONGMGMproduct placementSKYFALL

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