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http://www.npr.org/2012/10/23/163499554/bond-fans-shaken-over-switch-from-martini-to-beer

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沒有在電視上看過龐德與海尼根廣告的同學
我提供完整版的youtube連結給大家
其實電視上剪接的短版漏掉了很多不錯的視覺片段
如紙牌特效與後來疊成的克林姆林宮之類的東西...

看完廣告後，對於007詹姆斯龐德喝啤酒這件事情
可能會比較釋懷一點。
來一點門外漢背景給大家
海尼根的廣告經常是廣告大獎常客
這一支廣告的幕後創意發想與製作
正是赫赫有名的Wieden & Kennedy位於阿姆斯特丹的廣告公司


上網看完整版的海尼根龐德廣告
http://www.youtube.com/watch?v=VHz30rlNHCc

女主角美得冒泡，這是一定要的啦。

廣告中的一幕

這支廣告的剪接很緊湊
想必是為了呼應電影
廣告中很多的特效都是後期製作Post production出來的。
應該也花了不少錢，不過海尼根成功之處，在於所有廣告都能全球推出
因為沒有語言的問題，從之前的變魔術篇到後來的女生衣櫃尖叫篇
全都是靠視覺取勝，半個字都不用說，大家看了就懂
這是最成功的模式。(省了翻譯少了隔閡)
對於廣告創意而言，這是很大的挑戰。
這次喝啤酒事件雖然引發爭議
不過套句男主角Daniel Craig說過的話
"Everybody wins."
影片賣座，啤酒商砸大錢成功打廣告
大家都是贏家。這年頭有錢就是王道，果醬公司如Cooper's Vintage Oxford
marmalade哪來的預算投資這種大成本的電影啊?各位說是不是?

Bond Fans Shaken Over Switch From Martini To Beer

James Bond is known for以…廣為人知his high-end tastes高尚品味, whether it's driving a luxury car豪華汽車or wearing an expensive watch, which is why some fans were upset when they heard their beloved spy他們最愛的間諜 would be drinking a Heineken海尼根 in the upcoming 007 film, Skyfall空降危機. Melissa Block and Audie Cornish have more

AUDIE CORNISH, HOST:

Finally this hour, we raise a glass舉杯(像某人致意) to this man.

UNIDENTIFIED MAN: (as James Bond) Bond, James Bond.

MELISSA BLOCK, HOST:

And we probably don't need to tell you what's in the glass.

UNIDENTIFIED MAN: (as James Bond) Vodka martini, shaken, not stirred.(請參考經典花絮解說)

(as character) One medium dry口感半乾且幾乎沒有甜味(只有苦味) vodka martini, mixed like you said, sir, and not stirred.

(as James Bond) A medium dry martini, lemon peel, shaken, not stirred.

(as character) Vodka?

(as James Bond) Of course. A martini, shaken, not stirred.

CORNISH: Just to be clear, that's shaken, not stirred. After all, it's James Bond's signature drink正字標記(每次必點的代表性飲料).

BLOCK: Which is why some fans did a proverbial spit (此字由spit bucket也就是吐痰桶而來。在早期西部，牛仔進到室內都會將痰吐在桶子裡面，現在當然已經沒人這麼做了，所以這個字後來引申為大家都你一言我一語的發表自己的意見(你一口我一口的吐痰)take when they heard their beloved spy would be sipping a beer啜飲(喝) in the new 007 film "Skyfall." Specifically, a Heineken.

JAMES CHAPMAN: It doesn't really seem to fit in with符合 our image of Bond我們腦海中的龐德形象, of what he should be like.

CORNISH: That's James Chapman, James Bond expert and professor of film studies at the University of Leicester.

CHAPMAN: And to drink a bottle of beer and a mass-market非常平民的開架式啤酒 bottle of beer, that seems to be moving away from that kind of snob value有錢人或是上流社會價值觀 and archetype原型.

BLOCK: Now, the studio isn't revealing how much Heineken paid for screen time在銀幕上出現的時間 with Mr. Bond, but it's certainly not the first brand name品牌名稱 to appear in the franchise(原本指的經銷權)這裡指的是龐德系列電影. Bond is known for driving Aston Martins英國頂級名車 and sporting Rolex勞力士手表 watches.

CORNISH: In the novels, author Ian Fleming even wrote that James Bond didn't eat just any kind of marmalade(法文)果醬.

CHAPMAN: But he would specifically have Cooper's Vintage Oxford marmalade and so on. And these are at the time, in the '50s, expensive brand-name items.

BLOCK: And for all of you indignant憤怒的 Bond fans, "Skyfall" isn't even the first film to show Bond enjoying a cold one喝冰啤酒. In his very first movie, "Dr. No," released in 1962, 007 drinks a Red Stripe一種亞買加啤酒.

CORNISH: And in "License to Kill殺人執照," Timothy Dalton orders a Bud百威啤酒簡稱(Budweiser)with a lime.

BLOCK: While we're exploring the world of non-martinis, Bond sticks with堅持 the lime theme不管喝什麼酒，都會加檸檬片這個橋段 in "Die Another Day誰與爭鋒(對岸譯成改天再死.)"

PIERCE BROSNAN: (as James Bond) Mojito一種萊姆酒，主要成分還有砂糖根新鮮薄荷葉. You should try it.

CORNISH: In "From Russia with Love第七號情報員," his drinks ordered for him.

PEDRO ARMENDARIZ: (as Kerim Bey) Ah, Raki, filthy stuff髒東西(爛傢伙).

BLOCK: He can hardly be blamed for that one這件事可不是他(龐德)的錯.

CORNISH: But there's also this break with tradition跳脫傳統 in "Thunderball霹靂彈."

UNIDENTIFIED MAN: (as character) Rum Collins, Mr. Bond.

SEAN CONNERY: (as James Bond) Yes.

BLOCK: Still, it seems that Heineken has struck a nerve挑起了(粉絲的)敏感神經(有激怒的意思). There's even a group on Facebook called Boo James Bond's Heineken Scene.臉書上還有一個社團是專們反龐德喝海尼根啤酒的。Boo是噓聲。

CORNISH: In a recent interview with the BBC, Bond himself, Daniel Craig, responded to the complaints抱怨(名詞 to complain 動詞). His message: The money to make these movies has to come from somewhere.拍片需要經費，海尼根真的有給錢讓我們把影片完成

DANIEL CRAIG: It's unfortunate, but we get the movies made, and that's all that matters.有達成目的(指的是拍片)才是最重要的 And I hold myself out a little bit for that為了能籌到經費拍片，這方面我能忍著不表達意見, and we get the movie made, and so what? Everybody wins (海尼根打了知名度，007影片也問世了，皆大歡喜啊.

BLOCK: As for Bond expert James Chapman, the idea that 007 indulges his inner common man大力展現親民的作風 by drinking a brewski透過喝啤酒的方式 now and then偶爾為之 doesn't bother him.

CORNISH: So long as a tuxedoed 007穿著正是燕尾服的情報員 doesn't someday have to eat a Big Mac to pay the bills.這邊記者做了個有趣的結尾，那就是007是銀幕英雄，過去以品味好跟風流著稱，經濟不景氣為了拍片要喝啤酒，影迷也只好認了，但是將來請別變本加厲在電影裡吃「麥當勞的大麥克漢堡」，卡拜託耶，不然大家真的會搥心肝到死…

經典花絮報給你知

Vodka martini, shaken, not stirred : 007經常在電影中喝「伏特加馬丁尼，搖勻，不用攪」(Vodka Martini, shaken, not stirred)，這是007的標誌之一，但龐德並非每一集都會喝這種酒，這款酒品的調製方式在龐德系列電影中偶爾也會出現改變。 「搖勻，不用攪」應該是007作者伊恩法蘭明的喜好，因他覺得攪拌會使酒的氣味消散，亦有人認為搖勻可使冰塊沒有那麼快溶掉，所以喝起來口感較冰涼。諷刺地，羅傑摩爾飾演的007系列影片中，卻從沒來都沒有為自己點上一杯這個飲料，所有他喝的伏特加馬丁尼也是別人點給他的。而丹尼爾基克，在龐德系列影片：皇家夜總會中，對大反派Le Chiffre起了殺機，有一幕是演他在點酒的時候，酒保問他要搖勻還是用攪拌的方式時，劇中的龐德不屑地反問：”Do I look like I give a damn?”「你覺得老子會在乎這種事嗎?」 其實伏特加馬丁尼是來自影片：皇家夜總會中，007為騷擾Le Chiffre玩橋牌，向酒保點了Dry Martini，但要：「Three measures of Gordon's, one of vodka, half a measure of Kina Lillet. Shake it very well until it's ice-cold, then add a large thin slice of lemon peel」（三份歌頓酒，一份伏特加， 半份Kina Lillet。好好地搖勻它直到它冰涼為指，最後再加上一片很大的薄檸檬片），龐德在點酒時還故意說得很快。龐德用了該集龐德女郎Vesper的名字，將這款酒稱之為Vesper Cocktail。 而在影片「量子危機」中，龐德則在往玻利維亞的飛機上喝了六杯Vesper Cocktail。除了上述的例子，一般龐德系列影片中，這位帥氣007幹員通常只會點最經典的「Vodka Martini, shaken, not stirred」。