heineken ad of the week

A Heineken/James Bond co-production is the last place you’d expect a female character with any agency, but more empowered women make it to the end of this ad than survived Skyfall.

Admittedly, Heineken’s water-skiing heroine sports swimwear throughout this ad, in which she’s Bond’s initially unwitting guardian angel. Towed away by Daniel Craig – who’s nicked a speedboat to flee some bad guys – she pulls off some impressive stunts: ruining a wedding (to the delight of Bond baddie Nick Nack), offing some henchmen and – after a bit of witty riffing on the subject of Oddjob’s hat – saving the day.

The execution is superb, with Craig proving the perfect comic foil. Let’s hope Spectre is as good!