Bram Westenbrink, Global Head Heineken® Brand, said: "Heineken® has been a proud partner of James Bond films since 1997. So, like all Bond fans, we also can't wait for No Time To Die to hit cinemas. That said, we believe some things really are worth waiting for. And now we can prove it. Whether it's an ice-cold Heineken® or an action-packed Blockbuster - the best things truly do come to those who wait."
Second tie-in commercial between Heineken and 'No Time to Die'. The first one, 'Daniel Craig vs. James Bond', debuted in January 2020.
'No Time to Die' (2018) is the eighth consecutive James Bond movie to have an associated Heineken television ad tie-in commercial which is entitled 'Worth the Wait' (2021) and follows 'Daniel Craig vs James Bond' (2020) which was the ad prepared for the movie when it was first originally going to be released in April 2020.
Fifth consecutive James Bond Heineken television ad tie-in commercial featuring actor Daniel Craig following Heinken Bond TV ads for 'No Time to Die' (2021) - the earlier ''Daniel Craig vs James Bond'' (2020) ad ; 'Spectre' (2015) - "The Chase" ; 'Skyfall' (2012) - "Crack the Case" ; and 'Quantum of Solace (2008) - "Enter the World of James Bond". Its the fourth if one counts only live performances as Craig only appeared in the 'Quantum of Solace' (2008) James Bond Heineken television ad tie-in commercial by way of footage from 'Quantum of Solace' (2008).
Testing the truth behind the sentiment, that good things are worth waiting for, Dutch beer brewing company Heineken® carried out a real-world social psychology social experiment to prove that good things are indeed worth the wait. In the experiment, 115 people were given cold Heineken® or Heineken® 0.0 beer at intervals between 0-30 minutes, showing that people who waited 20 minutes had the highest levels of satisfaction.