Daniel Craig skewers James Bond image and sips low alcohol beer in new Heineken ad

Ben Arnold
Contributor
The TV commercial, which will be shown in over 75 countries, gives a fresh perspective on Daniel Craig’s iconic portrayal of James Bond. (Heineken)

In a snapshot of what life might be like once he hangs up his tuxedo, a new Heineken ad – released ahead of No Time To Die – blurs the worlds of James Bond and Daniel Craig.

Released today, the ad finds Daniel Craig just trying to be Daniel Craig, when everyone else still thinks he's James Bond.

This manifests itself in a terrifying cab journey, a lost passport, and finally, turning down a vodka martini for a beer.

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You can check it out below...

A second ad features Craig plugging the beer brand's non-alcoholic beer, Heineken 0.0%, which caused some predictable tabloid outrage when a clip recently surfaced online.

Heineken has been one of the more overt product placements in the Bond franchise in recent years, along with brands like Volkswagen, Land Rover, Omega watches, Macallan whiskey and Bollinger champagne.

Daniel Craig will always be James Bond in the eyes of fans around the world. (Heineken)

Bond was seen slugging from a bottle of Heineken in a scene from Skyfall, a placement likely to have cost the brand tens of millions of dollars.

Speaking to HuffPost from the set of 2012’s Skyfall, Daniel Craig explained product placement was an integral ingredient to the enduring success of the franchise.

"We have relationships with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn’t do it. It’s unfortunate but that’s how it is," Craig said. "This movie costs a lot of money to make, it costs as nearly as much again if not more to promote, so we go where we can.

"The great thing is that Bond is a drinker, he always has been, it’s part of who he is, rightly or wrongly, you can make your own judgement about it. Having a beer is no bad thing, in the movie it just happens to be Heineken."

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Gianluca Di Tondo, Senior Director, Global Heineken Brand said of the latest advert; “Heineken has enjoyed a long-standing relationship with the James Bond franchise for over two decades, covering the last eight films.

“Ahead of the release of No Time To Die, we wanted to bring a twist to the iconic character and show how Bond lives beyond the film – as we believe, once James Bond, always James Bond.”

No Time To Die, Craig’s last Bond movie, lands in the UK on 2 April.