By Chris Lee
September 10, 2015 at 06:49 PM EDT
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“Why does a man choose the life of an assassin?” Lea Seydoux’s character Madeleine Swann asks James Bond in a new TV spot for Spectre. “Well, it was that or the priesthood,” replies a laconic Daniel Craig, seated across from her in white tuxedo jacket and black tie.

From there, the clip shoehorns an enormous amount of flash-bang spectacle — a fistfight between Bond and Dave Bautista’s goon, Mr. Hinx, in a posh train dining car, a helicopter doing an aerial barrel roll in the sky over Mexico City, an Aston-Martin DB 10 catching major air on a street in Rome — into its 30-second running time.

But Swann’s off-handedly casual remark belies its importance within the Bond lexicon: Spectre will mark the first time in the franchise’s 53-year history that any character refers to 007 as what he really is: an assassin. A glorified hit-man. A guy author Ian Fleming described as a “blunt instrument” with a license to kill under the institutional purview of Her Majesty’s Secret Service.

Which, judging by the amount of muzzle flash Craig is seen producing in the trailer, is what he does — repeatedly, with extreme malice — in Spectre.

“What’s going on, James? They say you’re finished,” we hear Naomie Harris’ Moneypenny ask Bond.

“What do you think?” he asks in return.

“I think you’re just getting started.”

Kind of like the promotional blitz for Spectre, due in theaters Nov. 6.

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