Ad Age reports that actor Daniel Craig, who portrays the British Secret Service agent, will reach for a Heineken rather than his trademark cocktail in a scene from the upcoming Bond movie Skyfall, thanks to a deal Heineken USA struck with the film franchise.
Craig will additionally star in a commercial for the brew to run globally, with Skyfall director Sam Mendes serving as a consultant.
The English actor will also appear as Bond on special packaging for the beer.
Heineken USA chief marketing officer Lesya Lysyj told the trade paper, “[James Bond] is a perfect fit for us. [He is] the epitome of the man of the world.”
This year marks the 50th anniversary of the James Bond film franchise and to mark the event, the venerable agent has been cast to open the ceremony at the 2012 Summer Olympics in London.
Craig, 44, will star in a short film called The Arrival to play during the games’ opening night.
In the film, he arrives at Buckingham Palace to be told his latest mission is to launch the Games, with the Queen rumored to be making a cameo appearance.
Bond will then be taken by helicopter to parachute into the Olympic stadium in Stratford, East London
“Consumers are no longer looking at a product that will last just six months to a year, they are looking at a product that is much more efficient and will be with them for decades,” a Philips exec says. Even at $25, the bulb may be a tough sell to strapped consumers, but its maker says it will save consumers $165 in energy costs over its lifetime—and if it replaced every 60-watt incandescent bulb in the US, the country would save $3.9 billion in electricity in just one year.
studio systems group 