A female sidekick is paired with "James Bond" actor Daniel Craig in a new Heineken global ad campaign, which cost $100 million, for the next Agent 007 film, "Spectre."

Heineken, for almost 20 years, always features a male sidekick who gets caught up with Bond's adventure in the big-budgeted television commercials.

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This time, according to The Guardian, the beer giant has broken with tradition just to balance the gender bias by featuring a lady sidekick who helps Agent 007 out of a scrape in the new ad campaign. This will be shown on TV and cinemas on Sep. 22, Tuesday.

Heineken has not released this James Bond-themed commercial for the first time, according to Inquisitr. It also released an ad campaign ahead of 2012's "Skyfall," in which he is taking a sip of the beer that somehow annoyed some of 007's purists.

A Heineken spokesman then defended that Bond is a man of the world, and so it is not surprising that he might occasionally enjoy a beer. Beside martinis, Bond in the original novels of Ian Fleming's as well as in the films "On Her Majesty's Secret Service" and "Quantum of Solace" is enjoying a cold one.

The theme of the current ad campaign, although unplanned, coincidentally dovetails with the actor's comments earlier this month, which laments the moral deficiencies of the character of Bond. Also, it includes a bold marketing endeavor that will see competition winners attend at a location outside Las Vegas where the huge beer brand takes the world's first ever selfie from the outer space.

The event was called by Heineken "Spyfie" that has struck a deal with Urthecast company to take a high-definition image from a satellite camera, which is 600 kilometers away from the Earth's surface.

"Spectre" is the fourth Bond movie that Craig is starring. The movie will hit the theaters on Nov. 6.

 

TagsJames Bond, spectre, Heineken ad campaign, Heineken beer, sidekick