Daniel Craig has starred in Belvedere’s latest campaign directed by Academy award-winning filmmaker Taika Waititi.
Ditching the James Bond look, viewers will be surprised to see a different side to the British actor as he dances his way through an ad with an original soundtrack written and performed by Rita Ora and Giggs.
Choreographed by JaQuel Knight, Daniel Craig ‘playfully sachets’ through the luxurious Cheval Blanc Paris hotel until he lands upon a Belvedere bar. As the actor takes a sip of the vodka, Waititi shouts cut and asks the ex-007 star to take it from the top.
The director’s goal was to reportedly imagine how life may look when the cameras are not rolling.
Towards the end of the commercial various bloopers and deleted scenes can also be spotted by the viewer.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
Owners of Belvedere, LVMH, described the campaign as “courageous in spirit with a warmly rebellious energy” created by “an exceptional community of collaborators”.
“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,” it said.
While the campaign debuted in Times Square New York on 9 November, the ad will be shown in the UK in Piccadilly Circus on 21 November.
The news comes a week after Glen’s Vodka announced a refresh of its brand identity in a bid to ‘pave the way’ for growth into new markets.
