James Bond and Heineken – Creating Tension with Stillness

In a new ad spot, the James Bond actor—Daniel Craig pours himself a Heineken ever-so slowly. As the foam touches the top of the glass he tips it up and takes a sip. He ponders his drink and smiles. His eyes meet the audience.

“Well worth the wait.”

Whew, I got chills.

The line comes packaged with a double meaning, referencing the numerous delays to his newest (and last) outing as 007 and reports that a Heineken is best after waiting 20 minutes. James Bond is such an influential brand that simply watching the titular hero pour a drink and take a sip can bring people to the edge of their seats. The phrase “shaken, not stirred” tied the franchise to the alcohol industry, and amongst the partnerships this one has stood the test of time. As this era of Bond comes to a close, we know that whatever Heineken and 007 bring us next will be well worth the wait.