If the new Belvedere Vodka commercial, starring Daniel Craig and directed by Taika Waititi, were a scene out of Craig’s latest film, it would be the best scene in the movie, or at least the one tha…
, were a scene out of Craig’s latest film, it would be the best scene in the movie, or at least the one that everyone’s talking about. Then again, no one would mistake it for a movie scene. The commercial has a postmodern strike-a-pose viral aesthetic — it‘s two minutes of bliss frozen in time.
Here’s what’s such cool fun about the Belvedere commercial. Craig, playing “Himself,” gallivants through the hotel in a funky, hot, preening dance-club way that is soJames Bond, yet the joke is that it’s almost as if it were Bond doing it. Craig exchanges the rock-hard masculinity of Bond for a different kind of masculinity, one that’s a lot more sexually fluid. Yet if you look at his worn-granite face, he’s the same rugged king-stud dude.
Waititi, the gifted director of “Thor: Ragnarok” and its sequel, “Thor: Love and Thunder,” is a filmmaker at once passionate and prankish. It’s clear that he conceived the Belvedere commercial as an homage to the great video that Spike Jonze made in 2001 for Fatboy Slim and Bootsy Collins’ “Weapon of Choice” — the one where Christopher Walken showed off his extraordinary dance moves as he bopped and shimmied his way through an empty luxe hotel.
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