Daniel Craig cheeky as you’ve never seen him in the new Belvedere vodka campaign

Andnergic, irreverent, dancer, cheeky and incredibly sexy: this is what Daniel Craig is like when he is himself. So he immortalizes it Oscar-winning director Taika Waititi, who signs the new worldwide Belvedere vodka campaign, played by a completely new Craig. Taking off the elegant official clothes of the red carpet actor, the Hollywood star is free from any formal constraint: he literally remains in his tank top, winks and lets himself go to a swaying choreography, following the advice of the master of the camera: “just be yourself “.

Difficult to take your eyes off him as he dances on the rooftop of a skyscraper, as he inappropriately slips into the embarrassment of an elderly couple in the elevator, as he noisily uncorks his frozen Belvedere bottle and even while smiling, showing his initials in diamonds applied to the teeth. Inelegant, one might say. Irresistible, one could reply. Himself, he would say, showing us a wild side that no one could have imagined.

To stay in the lead is not only the physique du rôle of the latest James Bond performer: the soundtrack of the commercial is an original song written and performed by Rita Ora and Giggsone of those that we will soon find ourselves dancing on the dance floor – perhaps trying to imitate the moves of Daniel Craig.

The stellar names involved in the Belvedere campaign are not finished: the choreography is signed by JaQuel Knight (you know Beyoncé’s “Single Ladies”? Here, it’s her stuff), and the backstage shots were taken by the iconic German fashion photographer Juergen Teller.

Overall, a group of dynamic and gifted provocateurs, with a strong taste for the unconventional in common: the result is a clear snapshot of style, fun and charm over the top.

The campaign was unveiled in Times Square and will continue to run for billboards and international events.