Morning Update: Morgan Freeman on GPS; Heineken obsessed with millennials; Maxim loses $39m; BBDO India fights sexism

Google’s navigation app Waze has signed on another celebrity to its voice navigation roster—but not just any celebrity. The voice of God himself, Morgan Freeman, has brought his voice to the app for a limited time as a marketing tie-in for his new movie, London Has Fallen. Given the limited time, and sample lines like “the world awaits your commands,” time is naturally of the essence.