Heineken’s “Daniel Craig vs James Bond” follows Daniel Craig in a quaint, ocean-side European village as he is carrying out the ultimate 007 mission: getting some R&R.
Action is never far away when James Bond is involved. He leaves his passport and wallet in a local cab on his way to dinner, and a chase ensues. Of course he manages to complete his “mission” and sits down at the bar for a well-deserved drink. Hold the martini though, Craig goes for an ice-cold Heineken instead.
Miles Jay of SMUGGLER directed the spot for Publicis Italy.
“It doesn’t get much better than shooting Daniel, as Bond, in a castle in Spain. Having the freedom to play with tropes of Bond allowed us to be incredibly playful. The trust from all involved was tremendous,“ said Jay.
Credits
Client Heineken Agency Publicis Italy Bruno Bertelli, global chief creative officer, worldwide; Cristiana Boccassini, chief creative officer; Marco Venturelli, Luca Cinquepalmi, Luissandro Del Gobbo, global executive creative directors; Michaela Talamona, Fabrizio Tamagni, Gustavo Lacerda, associate creative directors; Mariella Maiorano, head of TV production; Colin Hickson, executive producer (Publicis London). Production SMUGGLER Miles Jay, director; Chayse Irvin, DP; Patrick Milling-Smith, Fergus Brown, Brian Carmody, exec producers; Gustav Geldenhuys, producer; Saray Carazo, production assistant; Filippo Del Bello, location manager; Robin Brown, production designer. Editorial Work Editorial Ben Jordan, editor. Production Services TwentyFourSeven Ivo Van Vollenhoven, producer; Monica Cristeto, production manager. Postproduction The Mill Misha Stanford Harris, exec producer. Audio Post Grand Central Recording Studio
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
