Belvedere Vodka has released a new campaign featuring Daniel Craig in a very un-Bond-like appearance dancing through the streets and everywhere else.
The spot, directed by Academy-Award-winning filmmaker Taika Waititi, who appears in the ad himself, shows fans a new side of the actor.
“We’re thrilled to introduce Daniel Craig as the new face of Belvedere Vodka with this unforgettable campaign,” Belvedere’s chief executive and president Francois Xavier Desplancke said in a statement.
“It’s an honor to work with such an incredible group of creative minds, and for the campaign to debut across Times Square – a first for Belvedere Vodka. The campaign ushers in a new era for Belvedere, in which self-expression, authenticity, and style are celebrated in all forms.”
As the brand writes:
“Courageous in spirit with a warmly rebellious energy, the campaign unites an exceptional community of collaborators. Craig has been skillfully and humorously choreographed by celebrated choreographer JaQuel Knight, to an original track written and performed by global superstars Rita Ora and Giggs and produced by hitmakers Invisible Men, Bandits and Hungry Man. The accompanying campaign stills were photographed by the iconic Juergen Teller, in the same suite that sets the scene of the movie’s grand finale whilst Christine Centenera, has styled the shoot with a clean, modern edge.”
Director: Taika Waititi
Choreography: JaQuel Knight
Soundtrack: Rita Ora; Nathaniel Thompson (Griggs)
Photography: Juergen Teller
Styling: Christine Centenera
Starring: Daniel Craig