Daniel Craig treats a bystander to a boat ride as James Bond in new Spectre advert

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£64m campaign sees spy engaged in boat chase with glamorous sidekick
But ad could annoy Bond purists who prefer to see 007 quaffing martinis
Bond films have long been known for their product placement
Spectre set to feature brands including Belvedere vodka and Jaguar

By Jj Nattrass and Lucy Crossley for MailOnline

Published: 06:36 EST, 21 September 2015 | Updated: 01:35 EST, 22 September 2015

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He is known for enjoying a vodka martini, 'shaken not stirred', but Daniel Craig's James Bond has swapped his cocktail of choice for a beer in a new Heineken advert.

The commercial, timed to tie in with the up-coming Spectre film, was released today and sees the suave spy engaged in a high-octane boat chase, as a beautiful bystander is unwittingly swept into Bond's dangerous world.

But the £64million worldwide ad campaign could annoy purist Bond fans, who prefer to see 007 drinking something more sophisticated than a bottle of beer, and balk at the amount of product placement in the film series.

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Another chase, another day: Daniel Craig's James Bond is set to take on a new glamorous partner in the latest high-octane advert for the up-coming Spectre film

A new side-kick: Marking 17 years of Heineken's sponsorship of the franchise, the beer brand released its official TV spot for the film on Monday which sees a beautiful bystander drawn into Bond's dangerous world

Marking 17 years of Heineken's sponsorship of the Bond film, the beer brand released its official TV spot for the film today, and in a departure from previous Bond and Heineken tie-ins it features a female sidekick.

Opening in classic Bond style, the advert, which was premiered on Facebook before hitting television screens tomorrow, shows Ian Fleming's spy being chased by a bunch of menacing toughs through the streets of a European city.

But while the steely British spy jumps into a waiting speed boat to flee, he unwittingly pulls (quite literally) a beautiful swimsuit-clad woman into the fracas who is attached to the boat - who is waiting to water ski.

As she is dragged along the azure waters, the plucky brunette, played by actress Zara Prassinot, is forced to cope with all the usual dangers and hazards of a Bond chase.

Classic action: Opening in classic Bond style, the advert shows Bond leading a bunch of menacing toughs through the streets and waters of a European city

And although Bond is usually quite capable of handling his enemies on his own, his latest Bond babe takes a starring role by disarming all of the villains in the set piece - with a bit of ingenuity and her good looks.

Paying homage to the classic Bond films of the '70s and '80s, the new advert for the beer sees the chase sees the woman speed through some epic set-pieces; including disrupting a wedding.

Crashing right through the centre of the nuptials - in a scene reminiscent from the water chase in Live And Let Die - the heroine speeds through the outdoor ceremony and even ends up stealing the groom's hat and the bride's bouquet.

Watching aghast from the crowd in comic cameo is the image of classic Bond villain, Herve Villechaize - who played Nick Nack in 1974's The Man With The Golden Gun.

View to a thrill? Paying homage to the classic Bond films of the '70s and '80s, the new advert for the beer sees the chase sees plucky brunette speed through some epic set-pieces; including disrupting a wedding

A scene from the classics: Crashing right through the centre of the nuptials the heroine speeds through the outdoor ceremony and even ends up stealing the grooms hat and the brides bouquet

But where's Mr. Scaramanga? Watching aghast from the crowd in comic cameo is the image of classic Bond villain, Herve Villechaize - who played Nick Nack in 1974's The Man With The Golden Gun

A handy distraction? Before rejoining Bond on the waters, the swimsuit clad girl picks up a tray of Heinekens - but while a beer is never spill the same can't be said for the bad guys

Before re-joining Bond on the waters, the swimsuit clad girl picks up a tray of Heinekens - but while a beer is never spill the same can't be said for the bad guys.

And having foiled their schemes with her good looks and the handy application of a parasail, there's nothing left for Bond to do apart from invite her to lunch.

Bond films have long been associated with a host of related advertising, and the movies themselves have almost become infamous for their product placement, with 007 showcasing all manner of brands, from watches to airlines.

But it has previously been reported that Spectre will see more of these moments than ever before - raising fears among some critics that the Bond brand is being diluted.

The high-profile brands to feature in the latest instalment include N Peal - who have provided Bond with a cashmere polo-neck jumper, Range Rover, Jaguar, Belvedere vodka, Tom Ford and Omega, which was previously name-checked in Casino Royale.

One moment which raised eyebrows was in the last movie, Skyfall, in which Bond was seen sipping from a Heineken bottle, which led to Craig speaking out in defence of the scene.

'A movie like this costs $118 million to make - it's the nature of it, the size of the movie,' he said. "And it costs another $200 million to sell it. So the $200 million has to come from somewhere.

'Product placement, whichever way you look at it, whether you like it or you think it's disgusting or whatever, it's what it is.'

Carefully placed brands have appeared in James Bond since 1962, when Bond enjoyed a bottle of Red Stripe beer, as well as a bottle of Martini in Dr No.

Pierce Brosnan's Die Another Day, was even nicknamed 'Buy Another Day' for its marketing tie-ins, with the film making £44million from the 20 companies who paid to have their goods showcased on the big screen.

Spectre is directed by Sam Mendes, and is due to hit big screens in the UK on October 26.

The chase is over: Foiling their schemes with her good looks and the handy application of a para-sale, there's nothing left for Bond to do apart from invite her to lunch