Jonathan Bailey is making a compelling case for why he should be Hollywood's next James Bond, though his latest move comes not from a casting call but from a sleek new advertising campaign. The Wicked star has been named the new Martini Man by Italian aperitivo brand Martini, stepping into a glamorous role that has fans convinced it's the perfect audition for 007.
A Very Bond-like debut
Bailey's campaign for Martini unfolds on the sun-drenched coast outside Venice, where the 38-year-old actor undergoes a series of stylish initiations meant to showcase the art of sprezzatura, or effortless confidence. From the moment he emerges from behind the wheel of a classic 1970s Martini Racing car, the spy-thriller vibes are unmistakable. The campaign emphasizes the three qualities essential to the role: a commanding entrance, timeless style, and a smouldering gaze. Bailey delivers all three in abundance.
"Stepping into the iconic role of The Martini Man is an honor," Bailey said in a statement. "It's incredibly exciting to me because it's about stepping outside of your comfort zone, finding confidence in yourself and living joyfully."
Why this matters for Bond
The timing of Bailey's Martini partnership comes as Amazon MGM Studios is actively searching for Daniel Craig's successor. Craig's final turn as 007 in No Time to Die was released in 2021, and the studio announced in May that the casting process for the next Bond is officially underway. Speculation has swirled around contenders including Jacob Elordi, Aaron Taylor-Johnson, Callum Turner, and Regé-Jean Page. But many in the LGBTQ+ community have been vocal about wanting to see a gay actor take on the iconic spy role, and Bailey, a queer star who achieved mainstream recognition through Heartstopper, fits that wish perfectly. For those championing Bailey, the Martini campaign feels less like a luxury brand partnership and more like a masterclass in the swagger, charm, and sophistication the role demands.
Source: Queerty
Cover photo: Barbie Simons, CC BY 4.0, via Wikimedia Commons
