Heineken has paired Daniel Craig with a female sidekick in its new $100m (GBP64m) global ad campaign ahead of the next James Bond film Spectre, a timely coincidence weeks after the 007 actor labelled the spy a "sexist misogynist." For almost 20 years, Heineken -- which is also sinking a considerable sum to promote its sponsorship of the Rugby World Cup, which kicked off on Friday -- has always featured a male everyman who gets caught up in an adventure with Bond in the big-budget TV commercials.