WHITE PLAINS, N.Y.–(BUSINESS WIRE)–Nov. 8,1999–James Bond might be known for his martinis (shaken, not stirred, thank you), but in a national television ad breaking this week, Bond`s gadget man “Q” affirms his preference for Heineken.
The campaign, supporting Heineken`s sponsorship of the November 19 launch of the new James Bond film, The World Is Not Enough, features Desmond Llewelyn (a.k.a. “Q”) in :30 television spots and radio ads describing gadgets he`s concocted to help him enjoy a bottle of Heineken beer. A corresponding print ad, which will run in November publications such as Sports Illustrated and TimeOut New York, includes a photo of a cold Heineken with the tagline “Some things shouldn`t be shaken or stirred,” and a teaser for the new film. Llewelyn is a veteran of Bond films, appearing in more than any other actor since the inception of the series in the early `60`s.
“Heineken prides itself on staying on top of the latest in movies and popular trends,” says Dan Tearno, Vice President of Corporate Affairs at Heineken USA. “We`re very excited to be supporting The World Is Not Enough, showcasing James Bond, the most successful film franchise of the century!”
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The campaign marks the second time Heineken has supported the James Bond franchise, after having sponsored the last Bond film, 1997`s Tomorrow Never Dies. Heineken also created a major ad campaign and sponsorship program for last summer`s Austin Powers The Spy Who Shagged Me hit. Heineken`s support of The World Is Not Enough also includes point-of-sale items, such as table tents, standees and banners, along with a consumer offer for a Heineken/James Bond leather jacket.
Lowe & Partners/SMS (New York), Heineken`s advertising agency, created the campaign. Heineken USA, Inc., the nation`s largest beer importer, is a subsidiary of Heineken N.V. (Netherlands), which is the world`s second-largest brewer. Brands imported into the U.S. include: Heineken Lager, the world`s most international beer brand; Heineken Special Dark, Amstel Light, the largest-selling imported light beer brand; Murphy`s Irish Stout; Murphy`s Irish Amber, the only authentically Irish amber imported to the U.S., and Buckler non-alcoholic brew.