It has to be the best Facebook advertising tie-up yet - where a crackling commercial by Wieden and Kennedy Amsterdam for the new James Bond film Skyfall morphs into a Facebook game where ultimately the viewer is the star (picture culled from your Facebook page).
I spoiled it a bit. The face on my Facebook page is a bottle of personalised Grouse whisky, which kept popping up as the story developed, instead of my face.
But if you can imagine your face in there, solving the riddle of Mr Bond's case, it's pretty impressive. As you may know, (forget those martinis) Bond declares his allegiance to the Dutch lager Heineken.
It's a natural fit for Heineken,says Adweek, whose recent global ads "The Entrance" and "The Date" each focused on an intriguing male lead.
The brand calls him its "Man of the World"—who is Bond-like in his charm, ingenuity and worldliness.
The hero of the new 60-second spot is mistaken for Bond himself as villains chase him through a train roaring through the Siberian wilderness. The Heineken man outwits his adversaries—earning himself a beer from 007 and a mysterious briefcase from the girl.
"The Bond films have always been aligned to Heineken's international, premium image," said Cyril Charzat, Heineken's senior global brand director.
"It's a mistaken-identity situation, in which the Heineken man bumps into James Bond (who is dressed identically) and is then accidentally chased by some nasty-looking villains," said Eric Quennoy, executive creative director at W+K.
The hero parachutes from the train at the end, as the Heineken and Bond logos appear, along with the tagline, "Open your world."