Heineken`s DIE ANOTHER DAY program featured John Cleese in humorous television commercials, entitled "Q`s Gadgets." Cleese also featured on globally used P.O.S. materials which showed his likeness from the film, and other action stills. Catalogs of "Q`s gadgets" were utilized as promotional incentives for consumers. Rounding out the program were public relations efforts themed around Q`s greatest gadgets, and other consumer giveaways and theme nights.