In this ad, James Bond takes a sip of Heineken. That's it.

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Heineken has teamed up with 007 actor, Daniel Craig for its new global TVC campaign "Worth The Wait" where the actor is simply waiting patiently for the first "satisfying sip" of a Heineken beer. That's all there is to it.

Since 1997, Heineken has been a partner of the James Bond franchise. In the last campaign for Spectre, the campaign featured Daniel Craig in a high speed boat chase. In addition, it also created a digital campaign featuring the world's selfie from space, dubbed the ‘Spyfie’ along with a limited edition Heineken Spectre bottle. This time around, Heineken told MARKETING-INTERACTIVE, that the simple ad was created to capture the witty essence of the James Bond character and the brand.

The spokesperson explained that the ad was created banking on the globally relevant insight that despite the setbacks from the pandemic, the film is still highly anticipated by fans.

Conceptualised around the new film, No Time to Die the ad will be hosted on Heineken's YouTube account, and the campaign would be featured across all Heineken assets, and social channels such as Instagram and Twitter. In order to localise the campaign assets for Southeast Asia and Greater China, the company came up with a strategy to have local markets feature and adapt the global campaign content, a spokesperson from brand said.

Utilising the best tactics and channels for the relevant audience, the campaign content would be tailored to each region's unique cultures. This allows the company to give fans deeper and more engaging James Bond experiences, said Heineken's spokesperson. Specifically China and India are core markets for the ad to be rolled out in.

Heineken did not comment on the monetary investment of the campaign.

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