With the release of the new James Bond film, No Time to Die, leading logistics company DHL has launched a new campaign celebrating the longstanding partnership and showcasing the essence of excellent delivery services. At the heart of the campaign is a TV commercial that pays homage to the iconic film franchise, marking the fifth time DHL has provided the transport and logistics solutions to James Bond.
Sandeep Juneja, VP- Sales & Marketing, DHL Express India said, “This is our fifth year of association with the legendary James Bond franchise. It’s a brand of movies that each of us have grown up watching and admiring, decade after decade. The message we wish to drive through this association is that just like Bond when it comes to logistics, DHL is the provider of choice you can rely on even if the mission is unusual or complex.”
To create a TV commercial that contained the same levels of intrigue and excitement as a Bond car chase, the team chosen to create, orchestrate and deliver it was essential. The commercial features the iconic Aston Martin DB5 which was driven by Bond stunt driver, Ben Collins, who worked alongside No Time To Die’s assistant stunt coordinator Pete White. Shot by award-winning director Adam Berg at Smuggler, the ad also boasts No Time To Die’s Linus Sandgren as Director of Photography. The creative concept was developed by DHL’s lead agency 180 Amsterdam.
With the campaign, DHL relies on storytelling which strives for a stronger emotionalisation of the brand. Set in Shanghai, the ad follows a DHL courier as he sets out to deliver a vital package to James Bond. As he arrives at the assigned location to meet Bond, the handover is interrupted, and a high-speed car chase ensues. As 007 is pursued through the streets, the courier avoids the chaos to deliver the package to an updated delivery address, safely and efficiently.
In addition to the TV commercial which is being aired on the leading television networks, a 360-degree marketing campaign has been planned to promote the partnership. As part of the on-ground promotion, 22 personalised DHL delivery vans with James Bond branding have been deployed across the nation to promote DHL’s partnership with the celebrated movie franchise.
Given the current global pandemic situation and subsequent social distancing norms, a digital touch point has also been created to bring the fans closer to the movie and its star cast. DHL will give fans a sneak peek into the behind-the-scenes of the movie through its Instagram and Twitter platforms.
DHL Express India will also be hosting an interactive contest on its social media platforms for James Bond franchise fans. The winners of which will be rewarded with exciting prizes and more. Further information, behind the scenes material and the TV spot in full length can be found on the dedicated landing page NoTimeToDie.dhl.
Juneja added, “We are excited to unveil the India leg of the campaign which is sure to reach out to and connect with Indian fans and customers alike, while driving home the message that DHL Express delivers each time.”
No Time To Die is directed by Cary Joji Fukunaga and stars Daniel Craig, who returns for his fifth and final film as Ian Fleming’s James Bond.