Daniel Craig was James Bond for 15 years. His face, his movements, his style became synonymous with Ian Fleming’s best known character.
But he is no longer James Bond. He will never take up the mantle of 007 on the big screen ever again.
So the new advert for Belvedere vodka is a big departure and is, to put it mildly, very different to the Daniel Craig we are used to seeing.
The advert was made by award winning director Taiki Waititi. Here’s the so called “director’s cut” version:
Here’s the official description:
Belvedere Vodka reveals a monumental campaign featuring critically acclaimed actor, Daniel Craig, as he has never been seen before. Directed by Academy Award-winning filmmaker Taika Waititi, the unexpected, fun and inspired collaboration, showcases Craig’s talent to surprise and innovate.
Courageous in spirit with a warmly rebellious energy, the campaign unites an exceptional community of collaborators. Craig has been skillfully and humorously choreographed by celebrated choreographer JaQuel Knight, to an original track written and performed by global superstars Rita Ora and Giggs and produced by hitmakers Invisible Men, Bandits and Hungry Man. The accompanying campaign stills were photographed by the iconic Juergen Teller, in the same suite that sets the scene of the movie’s grand finale whilst Christine Centenera, has styled the shoot with a clean, modern edge.
All in all, a group of inventive and gifted provocateurs, who each have a taste for the unconventional, have creatively captured an incredibly unique snapshot as a nod to theirs and Belvedere’s shared values of self-expressions, authenticity and style.
Personally I think it’s a breath of fresh air. It’s quirky, but fun. But more importantly it’s like a palette cleanser for Daniel Craig. He’s still got a good few years of acting career left, so being able to get past Bond will be important.