Two minutes. That’s all it took for Daniel Craig to burn his tuxedo and dance on the ashes.
Most people saw the Daniel Craig vodka ad for Belvedere and thought: Is 007 okay? But if you really look at it—like, really look—it wasn't just a commercial. It was a liberation. After fifteen years of playing the world’s most stoic, emotionally repressed secret agent, Craig decided to wiggle his hips through a Parisian hotel, and honestly, we weren't ready.
The ad didn't just go viral; it broke the brain of everyone who still associated the actor with "shaken, not stirred."
The "Anti-Bond" Energy
The genius of this campaign lies in how it baits you. It starts in black and white. You see Craig on a bridge, looking moody and sharp. You think, Okay, here we go, another luxury spirit ad with a brooding celebrity. Then the beat drops.
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Suddenly, the color bleeds in. Craig isn’t in a suit anymore; he’s wearing a black leather jacket, a silver chain, and a tank top that probably cost more than my car. He starts dancing. And he’s not just "actor dancing"—he’s really going for it. The choreography, handled by the legendary JaQuel Knight (the man behind Beyoncé’s "Single Ladies"), is sharp, weird, and deeply rhythmic.
It’s the polar opposite of James Bond. Bond is controlled. This version of Daniel Craig is chaotic.
Who Was Behind the Camera?
You can’t talk about the Daniel Craig vodka ad without talking about Taika Waititi. The Thor: Ragnarok director has a very specific brand of "expensive silliness," and it’s all over this film. Waititi didn't want a commercial that felt like a sales pitch. He wanted something that felt like a "Director's Cut" of a life we never get to see.
The filming took place at the Cheval Blanc Paris, a hotel so luxurious it makes the Ritz look like a roadside motel. Craig dances through the lobby, into an elevator, and eventually onto a rooftop.
The Crew That Made It Pop:
- Director: Taika Waititi
- Choreographer: JaQuel Knight
- Photography: Juergen Teller (who shot the accompanying stills)
- Music: An original track by Rita Ora and Giggs
- Styling: Christine Centenera
There’s a hilarious meta-moment at the end where Waititi himself shows up. He’s sitting there getting fed sushi and fanned by assistants, telling Craig to "just be yourself." It’s a cheeky nod to the fact that "being yourself" for a multi-millionaire actor involves a lot of production value.
Why Does a Vodka Ad Matter This Much?
Most spirit commercials are boring. They show a bottle, a sunset, and someone talking about "heritage" or "botanicals." Belvedere took a different path. They sold a feeling. Specifically, the feeling of punching out of a job you've had for too long and finally letting loose.
People compared it to the iconic Spike Jonze video for Fatboy Slim’s "Weapon of Choice," where Christopher Walken dances through an empty hotel. It has that same DNA. It’s the subversion of expectation. You take a guy known for being "The Toughest Man in Britain" and you have him shimmying in a walk-in closet.
It worked because it felt authentic. Well, as authentic as a high-budget commercial can feel. You get the sense that Craig was actually having fun. He wasn't just collecting a paycheck; he was exorcising the ghost of Bond.
The Fashion and That "DC" Grill
The internet went into a tailspin over the outfits. Gone were the Tom Ford suits. Instead, we got:
- A "D.C." monogrammed bathrobe.
- A leather biker jacket (rumored to be a "D-pocket" style).
- The silver chain and black tank top combo that launched a thousand memes.
- And the kicker: a custom "DC" grill in his mouth during the final scene.
It was a total vibe shift. It signaled that Daniel Craig, the actor, was entering his "weird and fun" era, which we later saw solidified in the Knives Out sequels.
What You Can Learn From the Belvedere Campaign
If you're looking at this from a business or creative perspective, there’s a lot to unpack. The Daniel Craig vodka ad teaches us that personality beats prestige. People are tired of the "untouchable celebrity" trope. They want to see someone they admire acting a bit like a goofball.
It also shows the power of the "Director’s Cut" aesthetic. By making the ad feel like a short film rather than a 30-second spot, Belvedere earned millions of organic views. People searched for this ad. They didn't just skip it on YouTube.
Actionable Takeaways:
- Subvert the Brand: If everyone expects you to be serious, find a way to be lighthearted.
- Collaborate Up: Belvedere didn't just hire a director; they hired a creative team (Waititi, Knight, Teller) that brought their own fanbases.
- Music is Everything: The custom track by Rita Ora and Giggs was essential to the pacing. Don't use stock music if you want to be memorable.
- Embrace the Meta: Acknowledging the "commercial-ness" of the ad (like Waititi’s cameo) makes the audience feel like they’re in on the joke.
The next time you see a boring commercial for a luxury product, just remember Daniel Craig's hips. He proved that you can be a serious actor and still have a "DC" grill in your mouth while dancing through a five-star hotel.
If you want to revisit the magic, look for the full "Director's Cut" online. It's way better than the shortened TV versions. Pay attention to the transitions between the black-and-white intro and the color sequences—it’s a masterclass in visual storytelling.