“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, Mr. Daniel Craig goes for an ice-cold beer instead.

The perfect combination of humor, action, and the infamous 007 charm, strove to capture the essence of both Daniel Craig (the actor) and James Bond (the MI6 agent). The spot is every bit as engaging as a James Bond film, with a tasteful touch of humor and wit.

With the looming release of No Time to Die in cinemas, the brand wanted to feature Daniel Craig in an amusing yet thrilling campaign. Daniel Craig has famously said he doesn't wish to be defined by the super-spy role he'll play for the last time in the upcoming film No Time to Die, so the brand and director wanted to play on this idea. The film would feature Craig playing himself on his “off day,” having to ultimately channel his inner Bond to chase after his wallet through the streets of Spain, ultimately ending the day with an ice-cold beer.

The piece ditches Hollywood glamour for a more realistic portrayal of foreign travel and of Daniel Craig himself. The parody advert was designed to depict a clumsy, out of shape and forgetful Bond character who saves the day with a bottle of non-alcoholic beer. Filming Craig in his own element while adding in a high-speed sequence that felt true to the Bond films, the team played with the many tropes of Bond to create a thrilling and engaging film.

The spot for the global campaign ran on Youtube and digital, garnering attention from Bond fans and beer consumers alike. The film was blasted across social media in anticipation for the newest Bond film’s release; however, due to the COVID pandemic, the film release was subsequently pushed. Still, the film kept Bond fans engaged and excited for the long anticipated film, and brought added excitement to the beer brand.

UK press coverage went wild following the release of the film. Fans were able to see a different side of Craig and were vocal about their excitement across social media. The action-adventure film combined action, humor and the classic 007 charm into an engaging spot that seamlessly melded the brand with the Bond world.