Mendes will direct Heineken ad with Craig, Ad Age says

Sam Mendes, the director of Skyfall, will direct a Heineken ad featuring Daniel Craig as 007, Advertising Age reported in a story you can view BY CLICKING HERE.

Skyfall director Sam Mendes

Here’s an excerpt:

(James) 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 Sam Mendes, the film’s director. 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.

Bond is best known for vodka martinis, though in Ian Fleming’s novels he also consumed bourbon, whiskey and sodas., sake and all sorts of other alcohol beverages. Presumably, this is part of a deal Heinken announced in an awkwardly written press release.