Shorn of all the brand endorsement deals that are baked into playing James Bond, Daniel Craig looks to be having an absolute whale of a time.
The British A-lister, who will be appearing in Rian Johnson’s highly anticipated Glass Onion: A Knives Out Mystery later this December, is now firmly in the wildcard stage of his career. His appearance in Belvedere Vodka’s latest global campaign says as much.
Today revealed to be the latest persona in the brand’s “stellar community of outstanding creatives,” Craig takes centre stage in a campaign shot by actor/filmmaker Taika Waititi, which sees the veteran actor of stage and screen channelling big daddy energy across an array of iconic Parisian locales.
Busting out some truly chuckle-inducing moves Рcreated with the aid of longtime Beyonc̩ choreographer JaQuel Knight РCraig is filmed in the latest campaign traipsing along the Pont Neuf bridge and various locales inside the palatial Cheval Blanc hotel.
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All throughout, Waititi shoots the iconic Belvedere ‘illuminate’ bottle with his trademark wit and light-touch sensibility – even inserting himself into the picture with a brusque cameo, just as the film ends.
Despite the fact that this is essentially yet another multi-million-dollar endorsement deal, you get the sense that Craig – relieved of the pressure to portray a stoic hero with “easy smiles and expensive watches” – is really enjoying himself; playing to the camera with the kind of impish, infectiously delightful charm that is at the heart of Belvedere’s positioning.
You can enjoy the full video campaign – set to an original track by British artists Giggs and Rita Ora – below.
