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
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
