"Heineken and Bond are a natural match:
stylish, classy and internationally recognised."
crew had to rebuild the actual bar as it can be seen
in Quantum of Solace. "There were quite a number of
difficult scenes in the commercial as it was all quite
complex - from matching existing footage to the
stuff we shot, to creating outlandish apartment sets
on miniature scale - all of them made us work for our
living," says Keith.
ENTER THE WORLD OF BOND
The ad ends with the campaign pay-off: "Enter the
World of Bond." The main message behind the campaign
Christopher explains: "Heineken provides access to this
aspirational world: the World of Bond." Heineken's main
campaign tool is its direct association with the primary
features of the World of Bond: actor Daniel Craig and
leading lady Olga Kurylenko. Consumer research shows
that Heineken® belongs and is associated with Bond's
world. In the ad, Olga chooses our hero over 007 to
enjoy a Heineken with. As Olga herself puts it: "Movies
make us dream. That is why we make them."
The commercial is currently being broadcast on TV in
more than 20 countries, from China to Chile. It is also
available through the Internet and can be seen at movie
theatres in several countries also.
World of Heineken 39 winter 2008/2009
The "secret lair" setup is actually a 1:8 scale
representation of the real thing, meticulously designed
by specialist modellers. The actor moving through it
was cut into the set in postproduction, meaning he had
to do most of his acting in front of a blue screen. "Our
lead actor was often reacting to stuff that did not exist
in reality. Sometimes, he would be responding to bits
of blue screen or crosses drawn on sticks as temporary
sight-lines," says Keith.
making it was quite
the opposite, says
the commercial's
director, Keith
English. Firstly, Keith
and his crew had
to transform an ordinary supermarket into an action-
packed Bond set. The change is immediately apparent
from the moment the lead-actor picks up his Heineken®
six-pack and strolls down the aisle. The secret:
Bondesque music, different body language on the part
of the actor and a bluish shade of light. "Changing the
lighting took almost a whole day, but the transformation
was really quite startling," Keith recalls.
For the final scene of the ad, our hero slides up to the
bar where the leading lady Camille is waiting for him Christopher.Carroll@Heineken.com
with two bottles of Heineken®. For these shots the
57