The Belvedere Vodka Ad with Daniel Craig is a Modern Display of a Movie Star Changing Up His Image.

Directed by Taika Waititi

The latest Belvedere Vodka commercial starring Daniel Craig, directed by Taika Waititi, has taken the advertising world by storm. With its postmodern viral aesthetic and Daniel Craig’s electrifying performance, the commercial transcends the typical boundaries of a promotional ad. It’s more than just a sales pitch for vodka; it’s a declaration of Daniel Craig’s evolution beyond his iconic role as James Bond. This article delves into the captivating nature of the commercial, explores Craig’s transition from Bond, and examines the potential impact on his future career.

Key Takeaways

  • The Belvedere Vodka commercial featuring Daniel Craig is a remarkable blend of postmodern aesthetics and viral appeal. It stands out as an advertisement that transcends its purpose, becoming a scene worthy of a memorable movie.
  • Daniel Craig’s portrayal of James Bond has become so iconic that it often overshadows his other roles. This commercial allows him to redefine his image and showcases his talent and versatility beyond the Bond brand.
  • Taika Waititi’s directorial prowess and influences from Spike Jonze’s work contribute to the commercial’s success. Waititi’s ability to infuse humor, style, and storytelling elevates the ad to a new level of creativity.
  • The commercial symbolizes a rebirth for Daniel Craig, shedding the familiar Bond persona and embracing a different kind of masculinity. It explores his ability to embody contrasting identities and showcases his range as an actor.
  • The future holds limitless possibilities for Daniel Craig. He can venture into musicals, portray characters even icier than Bond, and continue to captivate audiences with his talent and dedication to his craft.

If the new Belvedere Vodka commercial, starring Daniel Craig and directed by Taika Waititi, were a scene out of Craig’s latest film, it would be the best scene in the movie, or at least the one that everyone’s talking about.

In the world of advertising, it’s not often that a commercial becomes the talk of the town like a memorable movie scene. However, the latest Belvedere Vodka commercial featuring Daniel Craig, under the direction of Taika Waititi, manages to captivate audiences and spark discussions. The two-minute commercial showcases a postmodern strike-a-pose viral aesthetic, freezing moments of bliss in time. While the primary purpose is to promote Belvedere Vodka, the commercial also serves as a platform for Daniel Craig to redefine his image following his iconic role as James Bond.

Daniel Craig’s Evolution Beyond James Bond

Daniel Craig’s portrayal of James Bond has become legendary over the past 16 years. However, Craig has always been more than just Bond. His diverse acting career includes roles such as Mikael Blomkvist in “The Girl with the Dragon Tattoo,” a hillbilly safe cracker in “Logan Lucky,” and even Iago on Broadway. Despite his versatility, the Bond brand has been so deeply ingrained in Craig’s public image that it often overshadows his other accomplishments. This raises a question for actors associated with such iconic roles: Can they escape the shadow of their famous characters?

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The Path of Post-Bond Stardom

To better understand Craig’s potential trajectory, we can look to the experiences of Sean Connery, widely regarded as the greatest Bond actor prior to Craig. Connery faced a similar challenge after leaving the 007 franchise. However, he eventually found his footing and embraced a diverse range of roles that showcased his imperious and playful cutthroat magnetism. Films like “The Man Who Would Be King,” “The Russia House,” “Indiana Jones and the Last Crusade,” and “The Rock” demonstrated Connery’s versatility beyond Bond. Similarly, Craig, with his inherent bravura, is likely to embark on a similar path, building his post-Bond career while staying true to the identity he forged as the iconic spy.

The Unique Appeal of the Belvedere Vodka Commercial

Now let’s delve into the charm and uniqueness of the Belvedere Vodka commercial starring Daniel Craig. In this commercial, Craig, playing “Himself,” struts and dances through a swank hotel in Paris, exuding a funky, hot, preening dance-club vibe that is distinctly not James Bond. However, the clever twist lies in the fact that it feels as if Bond himself were performing these moves. Craig effortlessly sheds the rock-hard masculinity associated with Bond and embraces a different, more sexually fluid form of masculinity. Despite this transformation, his worn-granite face retains the rugged and commanding presence he’s known for. The commercial creates a fascinating interplay between his facial expressions and body language, telling a story through this dialogue.

Unveiling a Reinvented Daniel Craig

The commercial commences with a shot of Craig standing on a bridge overlooking the Seine, dressed in a white suit and open white shirt. This choice of attire, symbolizing rebirth and purity, follows the events of “No Time to Die,” where Bond’s character met his demise and perhaps ascended to heaven. Accompanied by the captivating original song by Rita Ora and Griggs, the camera circles around Craig, emphasizing the severity of his features. Yet, in a fleeting smirk, he communicates that he’s merely playing a role.

From there, the commercial takes us on a journey as Craig navigates through an army of paparazzi, reminiscent of the constant attention Bond received. Transitioning from the backseat of a Rolls Royce, Craig emerges with a new look: a black tank top, a silver hip-hop chain, sunglasses, and a black leather jacket evoking the aesthetics of a Kenneth Anger remake of George Michael’s “Faith” video. As he strolls along the cobblestone bridge, the message is clear: Craig has been reborn as the epitome of rough trade, exuding an edgy allure. However, even rough trade wants to have fun. Craig’s shimmying, arm-stretching, and mockingly dabbing his own face with a handkerchief in an “I’m-too-sexy” manner convey his desire to revel in the moment.

The Influence of Taika Waititi

Taika Waititi, known for his directorial work on films like “Thor: Ragnarok” and its sequel “Thor: Love and Thunder,” is both passionate and prankish in his approach to filmmaking. It’s evident that Waititi conceived the Belvedere commercial as a tribute to Spike Jonze’s iconic 2001 video for Fatboy Slim and Bootsy Collins’ “Weapon of Choice,” where Christopher Walken showcased his unexpected dance moves in an empty luxury hotel. Waititi’s commercial plays with a similar concept but with a twist. Craig, now 54, exudes a weathered aura that contributed to his mystique as Bond. The underlying comedy of the commercial lies in the juxtaposition between Craig’s intimidating appearance and his astonishingly graceful and energetic dance performance.

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Daniel Craig: The Aging Party Boy

Throughout the commercial, Craig snaps his fingers, thrusts his hips, struts, boogies, twerks, sheds layers of clothing, and even walks on water. He effortlessly embodies Bond, the quintessential 20th-century character, reincarnated as a 21st-century aging (and potentially ageless) party boy. Ultimately, the commercial brings Craig back to his starting point, sipping an ice-cold vodka with a sense of accomplishment, as if his dance moves were the trials he had to overcome to earn that drink. Taika Waititi concludes the commercial with an inspired twist, assuring us that Daniel Craig will forever remain too cool for the room, flashed with a gangsta grin-that’s-not-really-a-grin.

Daniel Craig’s Uncharted Future

What lies ahead for Daniel Craig remains uncertain, leaving room for speculation and excitement. Could he venture into the world of musicals? Why not? Might he embrace even icier characters than Bond? The world is his oyster, served with chilled vodka. The significant point, however, is that Craig possesses happy demons within him that no longer need to be kept on a leash. As he unleashes these demons, they have the potential to shape his future acting endeavors. With a cheeky wink, Craig proclaims, “You only think you know me,” reaffirming his ability to defy expectations. Nobody does it better.

FAQ: Frequently Asked Questions

1. What makes the Belvedere Vodka commercial featuring Daniel Craig so special?

The Belvedere Vodka commercial starring Daniel Craig stands out for several reasons. Firstly, it showcases a postmodern strike-a-pose viral aesthetic that captivates viewers and freezes moments of bliss in time. The commercial’s two-minute duration allows for a more immersive experience, enabling audiences to fully appreciate the artistry and storytelling. Moreover, the commercial breaks away from the traditional use of a movie star to sell a product. Instead, Daniel Craig utilizes the commercial to redefine his own image, making it a unique and memorable advertisement.

2. How does the commercial portray Daniel Craig’s transition from James Bond?

In the commercial, Daniel Craig sheds the familiar image of James Bond and embraces a different kind of masculinity. Through his energetic and expressive dance moves, Craig presents a more sexually fluid and playful side of himself, contrasting with the rock-hard masculinity associated with Bond. While his face retains the rugged and commanding presence he’s known for, his body language and movements convey a sense of freedom and fun. The commercial successfully showcases Craig’s ability to move beyond the Bond persona and explore new facets of his talent.

3. Is the commercial influenced by any other notable works?

Yes, the Belvedere Vodka commercial clearly pays homage to Spike Jonze’s 2001 video for Fatboy Slim and Bootsy Collins’ “Weapon of Choice.” In that video, Christopher Walken amazed audiences with his unexpected dance moves in an empty luxury hotel. Taika Waititi, the director of the Belvedere commercial, takes inspiration from this iconic video and creates a similar concept for Daniel Craig. The juxtaposition of Craig’s formidable appearance with his graceful and energetic dance performance in the commercial mirrors the contrast between Walken’s middle-aged features and his incredible balletic grace in Jonze’s video.

4. How does the commercial symbolize Daniel Craig’s rebirth?

The commercial symbolizes Daniel Craig’s rebirth through subtle visual cues and symbolism. The opening shot of Craig standing on a bridge dressed in a white suit and open white shirt represents purity and a fresh start. This alludes to the events of “No Time to Die,” where Bond’s character met his demise and potentially ascended to heaven. As Craig transitions from the white suit to a black tank top, a silver hip-hop chain, sunglasses, and a black leather jacket, it signifies his transformation into a rougher and edgier version of himself. These visual elements collectively reinforce the idea of Craig’s rebirth and his departure from the iconic role of James Bond.

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5. Can Daniel Craig escape the image of James Bond in his future roles?

Daniel Craig’s iconic portrayal of James Bond has left an indelible mark on his career. While the Bond brand is deeply ingrained in the public consciousness, Craig’s talent and versatility as an actor suggest that he can indeed escape the image of Bond in his future roles. Over the years, Craig has successfully portrayed diverse characters in various films, showcasing his range and depth as an actor. With the right script choices and performances that challenge audience expectations, Craig has the potential to establish himself beyond the shadow of Bond. While his association with the character will always be a part of his legacy, Craig’s talent and dedication to his craft will undoubtedly pave the way for new and exciting opportunities.

6. What role does Taika Waititi play in the commercial’s success?

Taika Waititi’s directorial prowess plays a significant role in the success of the Belvedere Vodka commercial. Known for his passion and playful approach to filmmaking, Waititi brings his unique vision to the commercial, infusing it with energy and creativity. Drawing inspiration from Spike Jonze’s iconic music video, Waititi successfully creates a visually striking and entertaining piece that showcases Daniel Craig’s talents in a new light. His ability to blend humor, style, and storytelling elevates the commercial, making it a memorable and enjoyable viewing experience.

7. Will Daniel Craig explore other genres, such as musicals, in his future career?

Daniel Craig’s career has already demonstrated his willingness to take on diverse roles across various genres. While he hasn’t ventured into the world of musicals yet, there’s no reason to rule it out. Craig has proven his versatility as an actor, and his commitment to immersing himself in different characters and narratives suggests that he may be open to exploring the realm of musicals in the future. Given his charisma, stage presence, and potential singing abilities, Craig could potentially excel in such a genre, offering audiences a fresh and exciting facet of his talent.

8. Can Daniel Craig portray characters even icier than Bond?

Absolutely. Craig’s acting capabilities and versatility make it entirely possible for him to portray characters even icier than Bond. While Bond is often associated with suave charm and coolness, Craig has the potential to delve deeper into characters with colder exteriors and complex emotional depths. His ability to convey intensity and complexity in his performances sets the stage for him to take on challenging roles that require a more frosty demeanor. It will be intriguing to see how Craig’s career unfolds and the range of characters he explores in the coming years.

9. How does Daniel Craig’s portrayal in the Belvedere commercial reflect his own personal demons?

The Belvedere commercial allows Daniel Craig to tap into his inner demons and release them in a liberating way. Throughout his career, Craig has demonstrated an ability to portray characters with dark and conflicted sides, often with great success. In the commercial, his playful and expressive dance moves serve as a metaphor for unleashing the hidden facets of his personality. By allowing these demons to come to the surface, Craig embraces a sense of freedom and authenticity, revealing a different side of himself to both his audience and himself as an actor.

10. Does Daniel Craig truly embody the statement “nobody does it better”?

While the statement “nobody does it better” is subjective, Daniel Craig’s talent and commitment to his craft certainly make a strong case for him. Throughout his career, Craig has consistently delivered compelling performances that have garnered critical acclaim and captivated audiences worldwide. His dedication to his roles, physicality, and ability to embody complex characters have set him apart as an exceptional actor. Whether it’s as James Bond or in future projects, Craig’s undeniable talent continues to leave an indelible mark on the industry, making him a formidable force and a true master of his craft.


The Belvedere Vodka commercial starring Daniel Craig serves as a pivotal moment in the actor’s career. It goes beyond the realm of traditional advertising, becoming a significant scene that highlights Craig’s evolution beyond James Bond. The commercial showcases his ability to transform his image, exhibiting a different kind of masculinity while still retaining the rugged and commanding presence for which he is known. With Taika Waititi’s visionary direction and influences from Spike Jonze’s iconic work, the commercial captures the essence of Craig’s talent and leaves a lasting impression on viewers.

As Daniel Craig embarks on a post-Bond journey, the possibilities for his future are wide open. Whether he delves into musicals, embraces icier characters, or continues to surprise audiences with his versatility, one thing is certain: Daniel Craig will forever challenge expectations and prove that he is much more than just the iconic spy. His portrayal in the Belvedere Vodka commercial serves as a testament to his enduring talent and his ability to captivate audiences with his charisma and skill. The world eagerly awaits the next chapter in Craig’s remarkable career.

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