The ad aired in September 2015, just two months before the new James Bond movie entered theaters. The lack of explanation of the brands or persuasion to switch from another brand clearly make this a reminder advertisement. It’s an ad that plays straight to consumers’ excitement about the new movie. Even though, by the end, we notice that the ad was produced by Heineken, each brand is in fact benefiting by leveraging the other. Even without any words, when the ad starts, the viewer is instantly alerted of the James Bond brand through the intro music. The goal is to have consumers think of Heineken when they think of James Bond, for example when they host viewing parties. The goal is also to remind consumers of Heineken to go see the new James Bond movie, every time that they crack open a Heineken beer.
The ad is intended to further a Heineken’s brand image. The commercial is aimed at all who love James Bond and beer but, it is specifically targeted towards males who love action movies. Heineken leverages Daniel Craig’s character and aims to associate the beer with being cool, calm and collected in the face of danger. The ad also plays to the male desire of being wanted by attractive females and again uses James Bond’s reputation of being a lady’s man. The ad is 100% emotional-based and does not make any rational claims. While a bit long, the ad sets out to do what it’s intended to do: entertain viewers while reminding them of Heineken and of the new James Bond movie.