James Bond has spent the last 50 years saving the world, getting the girls and driving the world's coolest cars. It was once said that 'women want him and men want to be like him', and thanks to this new ad, the boys get their chance.
He's defused nuclear weapons, parachuted into the Olympics with The Queen and blown up countless bad guys' lairs, but Bond's latest mission involves running through Antwerp Train Station from one vending machine to another.
It's not exactly 'double O' work, so maybe that's why he's left it to members of the public and Coke Zero to do the dirty work this time.
The cola brand, who are sponsoring Bond's latest film Skyfall, sent a team of their best agents sprinting through a busy railway station with the promise of exclusive tickets to see the latest spy thriller.
The 'double Zero' agents begin their mission at a Coke Zero machine. It asks them for their names and challenges them to make it to a particular platform within 70 seconds. Buskers start playing the theme and everyone becomes a potential enemy agent, set on foiling the agent's mission.
Dog walkers become dangerous assassins and fruit stalls become ambushes as the agents dodge through commuters and leap over luggage on their way to their target destination in an adrenaline-fuelled race against the clock.
If they survive their mad dash, the agents face one more gruelling task, to sing the iconic Bond theme tune in front of the gathered crowd. As the agents stare their stage fright in the face and mumble their first "bom-ba-bom-bom" the crowd bursts into song with them. Mission Accomplished!
Famed for their town-stopping stunts, agency Duval Guillaume Modem came up with this mad mission, the perfect blend of excitement and unexpectedness to appeal to the young male audience of both Bond and Coke Zero.
Earning over 3 million views in just four days, the ad follows on from a more spectacular, but less successful wannabe Bond ad for the drinks brand. This exciting, real-life ad has had a much warmer reception, gathering over 447,800 shares. Using members of the public makes the action more accessible to men dreaming of a life of Martinis, girls and guns.
With Skyfall due out on Friday, time will only tell if the ad is a better way of grabbing attention than shining a super-laser at their crotches and laughing maniacally.