JAMES BOND SKYFALL
By Olufunke Adepuji
After months of anticipated excitement and heightened tension, Heineken recently delivered on its promise to host the movie premiere of the much talked about latest James Bond adventure, SKYFALL, which was shown at Silverbird Galleria, Genesis Deluxe and Ozone cinemas in Lagos as well as Silverbird Abuja, Port-Harcourt and Enugu. It was a red carpet night of celebrities and suspense filled entertainment. After the movie consumers and guests were treated to an exciting after party.
Senior Brand Manager Heineken, Jacqueline van Faassen said: “When two great brands like Heineken and James Bond join together, excitement is guaranteed. Heineken and James Bond are closely linked: both are aspirational, premium, iconic and international. We are proud of our long standing relationship with the Bond franchise.”
The SKYFALL movie premiere event is part of a bigger Heineken Bond campaign, a thrilling new TV and digital campaign which sees Daniel Craig bring his explosive portrayal of James Bond to a Heineken ad for the very first time. Challenging consumers to defy his enemies and “Crack the Case”, viewers are taken on an epic train journey alongside stunning Bond girl Bérénice Marlohe. An interactive experience online begins where the TV advert leaves off, providing the consumers with the opportunity to be a secret agent themselves and win exclusive prizes, www.facebook.com/heineken.
Alexis Nasard, Chief Commercial Officer of Heineken said: “The creativity and progressiveness of the Heineken brand combined with the legendary James Bond franchise will provide viewers with high entertainment values. Not only a hero, Bond is the ultimate “Man of the World” – confident, resourceful and ready for new experiences, personifying the values of the Heineken® brand.”
Heineken consumers who watched the movie commended Heineken for hosting the SKYFALL premiere. Folashade Ogunshola, a banker said: “SKYFALL lived up to its billing and I thank Heineken for making it possible for me to be among the first people that watched the movie in Nigeria.” Another consumer, Seun Ajayi, an event executive said SKYFALL and Heineken did not disappoint, “The hype was loud and intimidating and I’m glad it matched the movie which was full of unbelievable stunts and of world class production, Heineken did well.” Earlier, anticipation was already built, following the appearance of dashing young men in James Bond attire along strategic locations in Lagos doing different James Bond posture.
SKYFALL is the 23rd movie in the James Bond series; it features Daniel Craig’s third performance as James Bond, and Javier Bardem as Raoul Silva, the film’s villain. The film was directed by Sam Mendes and written by John Logan, Neal Purvis and Robert Wade.
In the film, Bond investigates an attack on MI6; it transpires that it is part of an attack on M by former MI6 operative, Raoul Silva. The film sees the return of two recurring characters after an absence of two films: Q played by Ben Whishaw, and Miss Moneypenny played by Naomie Harris. SKYFALL was the last film of the series for Judi Dench who played M; a role which she had played in the previous seven films. The position is subsequently filled by Ralph Fiennes’ character, Gareth Mallory.
In the plot, MI6 agents James Bond and Eve assist on a mission in Turkey to recover a computer hard drive stolen from a murdered MI6 agent that contains details of almost all undercover NATO agents in terrorist organisations. Bond and Eve chase the killer, mercenary Patrice, and attempt to recover the disk. During the chase, Bond is shot in the shoulder. While fighting Patrice, Bond is accidentally shot by Eve and is later considered “missing, presumed killed”.
The head of MI6, M, comes under political pressure to retire during a meeting with the Intelligence and Security Committee Chairman, Gareth Mallory. On her return from the meeting, MI6 is hacked and an explosion occurs in the offices, killing a number of MI6 employees. Bond, having used his supposed death to retire, learns of the attack and returns to London. Shrapnel taken from his earlier shoulder wound helps identify Patrice, and Bond tracks the mercenary to Shanghai.
Heineken has over the years developed a strong and successful relationship with James Bond movies spanning global partnerships with “Tomorrow Never Dies”, “The World is not Enough”, “Die Another Day”, “Casino Royale” and “Quantum of Solace” and now SKYFALL.