• by Steve Ellwanger , November 9, 2022

Although he’s usually dodging bullets and speeding cars, James Bond actor Daniel Craig dances through the streets of Paris in his first partnership with Polish vodka brand Belvedere.

Craig appears “as himself” in a video collaboration by Academy Award-winning filmmaker Taika Waititi and choreographer JaQuel Knight to an original track written and performed by global stars Rita Ora and Giggs.

According to a Belvedere rep, the production “imagines how life might look when the cameras are not rolling.”

In this director’s cut, Craig moves out of a crowd and passes across Paris’ iconic Pont Neuf bridge—eventually sashaying his way along the lobby, hallways and rooftop of the Cheval Blanc Paris hotel.

Just as he is about to take a sip of Belvedere, Waititi yells “And cut” and makes a cameo as he tells Craig “Let’s go again, just be yourself.”

The campaign comes to life tonight with an out-of-home placement in Manhattan’s Times Square to be followed by other OOH ads “and a prominent succession of key events and reveals designed to make a sensational impact and become a global talking point,” said the brand rep.

In 2015, Belvedere released a James Bond-themed, limited-edition vodka dubbed 007, but Craig was not involved in that initiative.

Produced and distributed by LVMH, Belvedere is named after Belweder—the Polish presidential palace in Warsaw, whose illustration appears on its bottles.