If you woke up today to find your social feeds blessed with the sight of Daniel Craig dancing like nobody was watching, we can confirm this isn’t fake news, nor a dream. In fact, it’s Craig starring as himself in a new global Belvedere Vodka campaign, directed by Academy award winner Taika Waititi.

Really, it’s Craig as he’s never been seen before. The fun, unexpected, crazy, whimsical sight of Craig dancing while keeping a dead-serious, Bond-esque face is simply brilliant. Putting together such an epic campaign obviously requires the talent to do so, and this Belevedere special is not short of exceptional collaborators. With Craig as the star, the campaign has been skillfully and humorously choreographed by celebrated choreographer JaQuel Knight, to an original track written and performed by global superstars Rita Ora and Giggs and produced by hitmakers Invisible Men, Bandits and Hungry Man.

Christine Centenera of Vogue fame styled the shoot to ensure Craig is looking as dapper as ever. Of course, the success of the campaign is partly due to the brilliant vision of Taika Waititi (Thor Ragnarok; Thor: Love and Thunder), who directs the movie in such a unique way.

Daniel Craig Belvedere Vodka

The campaign officially came to life last night in New York’s Times Square, and will subsequently feature across billboards and a prominent succession of key events over the coming weeks. The point of the global campaign? To make a sensational impact and become a global talking point. You can watch the campaign below, and head to the website to learn more.

Belvedere is produced in one of the world’s longest-operating polish distilleries that has been making vodka since 1910. Belvedere’s master rye distillers draw from a 600-year polish vodka- making history to artfully craft rye into an extraordinary vodka of distinct taste and character. Remember, please drink responsibly.

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