How DHL was granted a license to thrill

Earlier this month, DHL released an action-packed, fast-paced spot called License to Deliver, that highlighted its association with No Time To Die as the Official Logistics Partner for the production.

That film, the much delayed latest instalment of the Bond franchise, is opening at the end of this month and, here, we speak to John Messum, ECD at 180 Amsterdam, the agency behind the DHL campaign, and Smuggler's Adam Berg, the spot's director, about taking on the world of 007, the logistics involved in such a large production and what their favourite Bond films are.

Above: The DHL License to Deliver spot. 

Did you immediately know how you wanted to approach the project?

JM: The James Bond film franchise is part of popular global culture. Every brief we work on at 180 we try to ask how we can create advertising that becomes part of this culture. Bond fans expect a car chase sequence in the films. And they know the Aston Martin DB5. So, a car chase was a bit of a no-brainer given DHL delivers packages in vehicles.

I’ve been fortunate to have worked on a Bond-related piece in the past, so I understand the stakes and the results everyone expects through the process.

Why was Adam Berg the perfect choice to direct?

JM: Adam is one of the most accomplished directors in the business. He’s a really great visual storyteller, always surprising in his execution, and he’s fanatical about craft, always looking to push the boundaries.

What did you think when you first saw the script?

AB: I loved it right away. I could see its potential and it got me focused very quickly. I’ve been fortunate to have worked on a Bond-related piece in the past [below], so I understand the stakes and the results everyone expects through the process. This had everything in one film. A big, creative problem to be solved and the ability to play on such a big stage.

Above: Adam Berg's previous Bond-related spot, created around the release of Spectre. 

Can you tell us about the casting and how you found the right actors for the film?

AB: We wanted interesting people who felt real and also could believably be part of the Bond universe. The lead actor needed driving skills, so that was the key; to find an actor with driving skills or a driver with acting skills. We also had an amazing stunt driver for the DB5, Ben Collins, who was a pleasure to work with.

What did you find most challenging about this project?

JM: The production was always going to have some logistical challenges. Shooting in Asia when the cars were in the UK. Making our shoot location - Bangkok - look like Shanghai. And pre-production squeezed - with Christmas falling between client sign off and shoot. But we also knew that to make the commercial really resonate with Bond fans, we’d have to pay attention to the detail. 

We knew that to make the commercial really resonate with Bond fans, we’d have to pay attention to the detail. 

With authenticity key to making this a great spot, the first welcome news we received was that Adam was able to get Oscar-winning Linus Sandgren as his DoP. We knew we wanted to tie the commercial into No Time To Die tonally, and Linus had just finished as DoP on the film, which would be invaluable in making our spot reflect the world of Bond. Then Aston Martin and Land Rover came on board, with Aston Martin lending us a replica DB5 from No Time To Die, and with Neil Layton, who also worked on the film, signing up as our vehicles coordinator. There was no room for error, but if something went wrong on the shoot, we’d have the best team possible to fix it. Land Rover also lent us their new Defenders, spec’d to look the same as those used in the film, for the cars which pursue the DB5 in the commercial.

AB: You’re up against the action of Bond films, so that was hard and humbling, but also great fun. Obviously, we couldn’t - nor should we dare contemplate - competing with the film itself, so we developed the idea that we would be in the Bond world. We’d be one of the bystanders, just a regular guy trying to do his job navigating through all the havoc brought on by the car chase. It was also very important to remind ourselves that we’re making an ad for a client. Thus, we have to create our own world very quickly for the viewer and apply Bond characteristics - action, energy, drama, stunts, near misses and a wink - paying homage to the franchise while being effective messaging for the brand.

Above: A behind the scenes look at the driving sequences on License to Deliver.

How difficult were the driving sequences? 

JM: The storyboard called for a J-turn in a busy city intersection, a collision with a 20-metre-high bamboo scaffolding, and a car crash into a fireworks store setting off an explosion. And, like Q’s requests that Bond bring his cars back in one piece, we would need to return our ‘borrowed’ cars without a scratch..what could go wrong? If the action sequences were to run as smoothly as possible it would be perfect if we could get some of the No Time To Die crew on board, which is where Ben Collins came in, and we had Christian Knight driving the lead Land Rover Defender, and Peter White as our Stunt Coordinator.

With everything set, rehearsals finished, locations prepped, casting and wardrobe signed off, the PPM should have been a rubber stamp. Until we found out that the sale of fireworks in the centre of Shanghai had been banned since 2016.

There was a time challenge shipping the vehicles, over Christmas, from the UK to Bangkok and getting them released from customs in time to prep them for rehearsals. Fortunately, DHL, as the Official Logistics Partner for No Time To Die, already had a little experience shipping filming equipment to locations around the world. The most challenging vehicle to find was a DHL van. DHL vans in Bangkok don’t look like DHL vans in Shanghai. They are also left-hand drive, and the Chinese vans are right-hand drive. And it wasn’t possible to have one shipped or driven from China. Fortunately, a close enough look-a-like was located in neighbouring Laos and driven the 1,000km to Bangkok by a DHL driver.

Adam wanted to shoot the spot at night for a more cinematic look, which gave Linus the opportunity to light the locations that would give the cinematography a really strong look. Darkness also helped the production designers make our disused urban street location in the heart of Bangkok look authentically like downtown Shanghai. 

With everything set, rehearsals finished, locations prepped, casting and wardrobe signed off, the PPM should have been a rubber stamp. Until we found out that the sale of fireworks in the centre of Shanghai had been banned since 2016. There was an uneasy silence, and an hour or so spent feverishly scouring the internet which, fortunately, established that it was possible to use fireworks beyond the outer ring road of the city.

Above, left to right: John Messum and Adam Berg.

How daunting/exciting is it to work on a project associated with Bond?

JM: As a bit of a Bond fan, the production was always going to be exciting. It was a great little script. We were working with some of the crew who worked on No Time To Die and using a replica Aston Martin as well as the new Land Rover Defender, so it was enormous fun. But, yes, there was pressure. James Bond is a part of global culture, and we wanted to create a spot that would feel a genuine part of it, whilst authentically integrating the world of DHL. 

It is very inspiring to be standing on the shoulders of giants, but it's a long way down. Just remember to pack the Union Jack parachute.

But the finishing touch was the music. A great choice by editor Paul Hardcastle to use Carly Simon’s Bond theme Nobody Does It Better. Not only did it show the calm efficiency of the DHL courier delivering his package to Bond on time, it seemed to sum the whole production up too.

Above: Behind the scenes images from the DHL shoot. 

AB: It’s a bit of both. Daunting and exciting. But, in the end, it's just fun to be welcomed back and allowed to play inside the 007 universe. And of course, the pressure is definitely on. You know that many eyes are on it, and there have been many great and fun Bond commercials. It is very inspiring to be standing on the shoulders of giants, but it's a long way down. Just remember to pack the Union Jack parachute.

No Time To Die aside, what's your favorite Bond film?

JM: Can I have two? Casino Royale. Great film, and true to Fleming’s book, but I’m also a big fan of From Russia With Love.

I loved For Your Eyes Only. Something about the crossbow and that Citroen car chase down a mountain.

AB: As a kid, I loved For Your Eyes Only. Something about the crossbow and that Citroen car chase down a mountain. Recently, I enjoyed Skyfall and Casino Royale.