The opening credits of Belvedere Vodka’s new campaign announce that Daniel Craig will play “himself” — and Craig like you’ve never seen him before.
After a 007-opening featuring a dapper Craig peering out from Paris’s iconic Pont Neuf bridge, Craig gives a sly smile before ducking into a waiting car while hordes of fans and photographers throng the scene. Craig then slides down the street and down the other side of the car in an all-black ensemble as he makes his way to the lobby of the city’s Cheval Blanc Paris Hotel.
Craig then shows off his dancing skills before making his way through the lobby and onto the rooftop to his room and Belvedere-stocked bar. “Cut it!” Director Taika yells at Waititi, who appears to share the message. “Let’s go again. Just be you.”
The spot’s creative team also includes choreographer Jaquell Knight, styling by Christine Centenera, photography by Juergen Teller and a soundtrack by Waititi’s new wife Rita Ora with rapper Griggs.
See the location below.