With Daniel Craig
taking over as James Bond in ‘Casino Royale’
we got a film that was grittier and tougher than most of the ones that preceded it. There was a great reduction in Bond’s sexism and use of high-tech gadgets. For the upcoming ‘Quantum of Solace’
, director Mark Forster has spoke of removing the last vestiges of what made Bond BOND.: All references to having sex, Bond will not speak his famous catchphrase, “Bond…James Bond”
, and say goodbye to one of the biggest Bond staples: world travel. Forster's thinking being that nowadays average citizens travel overseas more, so there’s no longer any exotic appeal to it ( I don’t know what “average citizens” he hangs out with
So, if we’re losing all of that with the next James bond movie what will we get in return?
PRODUCT PLACEMENT OUT THE A$$!!!
In Quantum of Solace
you can expect to see James Bond drive his customized Aston Martin ™
, wearing his Omega ™
watch, sipping a Coca-Cola ™
Zero, accessing information on his Sony ™
laptop and relaying said information on his mobile phone (also by Sony ™
) to his love interest driving around the streets of Panama in a Ford ™
The film's producers are tight-lipped about exactly what product placement endorsements are on the list but it’s already confirmed that Heineken, Virgin Atlantic, Coca-Cola, Smirnoff,
and of course, Ford, Omega, Sony
and Aston Martin
are on the list.
Brand expert Andy Payne, the global creative director of Interbrand, says "Companies will fight for the rights to be a partner in a James Bond film and they'll pay considerable amounts of money to get the contract. Bond is cool and has kudos and that status rubs off on the products that he is seen to endorse. For a company like Ocean Sky this could be a very good move because even though they have given up the use of five of their jets for a week, they will view the money they will have lost as a good investment in terms of the amount of global brand identification they will achieve and the worldwide audience they will reach."
The movie’s biggest sponsorship deal is with Ocean Sky
, a British private jet company, which lent five of its jets to fly the cast and crew out to Panama for a week. In exchange for that Ocean Sky will be featured eight times in the film. Enough to make a sport out of trying to spot all of them- even make a drinking game out of it (just make sure that what you’re drinking is Coke Zero and not martinis).
The scenes will include interior and exterior shots of the planes and one will show a woman in full Ocean Sky uniform, made by the fashion designer Hugo Boss
, behind an Ocean Sky-branded check–in desk.
Quantum of Solace
is expected to have even more product placement than Die Another Day
, which featured so many it was nicknamed “Buy Another Day”