It seems 007 now has more than a license to kill; he has a license to sell, and a very lucrative one. Quantum of Solace, the 22nd "official" outing of Britain's best known secret agent, released this week, has reportedly earned a record £50 million from manufacturers for "product placement", as these subtle, and sometimes not so subtle, adverts are known. It tops the previous record of £44 million for Die Another Day, a film so laden with plugs for 20 products that it sometimes resembled a big-budget Argos advert and was retitled by critics "Buy Another Day".
For the author of the original novels was ahead of the game when it came to product placement, or, as he viewed it, luxury products that helped characterise the type of man about which he was writing. The James Bond of the printed page wears a Rolex Oyster, drives a Bentley 1933 Continental, collects his suits from Savile Row and pours Gordon's Gin, Smirnoff vodka and Tattinger Blanc de Blanc 1943.
Daniel Craig's revamped Bond, however, will drive a customised Aston Martin, wear his Omega watch and possibly sip from a bottle of Coca-Cola Zero, the soft drinks giant's latest beverage. His laptop and mobile phone will be Sony while his latest love interest will drive him around Panama in a Ford Ka.
There is even a Bond Girl perfume, being launched by Avon, the mail order beauty firm. It is being fronted by Gemma Arterton, who plays Agent Fields. As Ms Barrett recently wrote: "It's not the smoothest or cleverest of tie-ups, but we should expect more women-targeted brands to get on board."
[The Scotsman via FilmDrunk & Filmonic]
Links:
First Clip of Quantum of Solace
007: Quantum of Solace Trailer
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