Heineken Joins Casino Royale with Promotions and TV Spots

Heineken launched a global marketing and advertising campaign this week tied to the new James Bond film Casino Royale.

The campaign stars Eva Green as the character Vesper Lynd in the film. She is featured in commercials that will air on TV, the Internet and in cinemas, as well as in print and outdoor advertising, consumer contests dangling James Bond prizes and on- and off-premise promotions. The campaign in being activated in more than 40 markets through February.

Heineken is shooting its commercials on the actual Bond film set, a first in the history of the James Bond films, and will feature music from the film in the spots, Heineken said.

The 60-second spot, titled Waiter and starring Eva Green, shows Vespa entering Hotel Splendide to meet Bond in his room. In keeping with her mission in the film she is out to keep a watchful eye on Bond. As she strides across the lobby, she sees some suspicious activity and thinks a waiter carrying a room service tray with a Heineken is following her. She escapes but in the ends, gets her Heineken. The spot can be watched at Heinken.com/CasinoRoyale.

In Casino Royale, Daniel Craig stars as "007" James Bond, the smoothest, sexiest, most lethal agent on her majesty's secret service. Based on the first Bond book written by Ian Fleming, the story recounts the making of the world's greatest secret agent. The mission leads him to Le Chiffre, banker to the world' largest terrorists. In order to stop him and bring down the terrorist network, Bond must beat Le Chiffre in a high-stakes poker game at Casino Royale. The film premieres in London Nov. 14.

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