We have news of some of the product placements that will be in Quantum Of Solace today thanks to our friends at the movieweb:
Variety reports that the James Bond sequel Quantum of Solace is attracting many of the same brands as Casino Royale, including Ford Motor Co., Heineken beer, Smirnoff vodka, Omega watches, Virgin Atlantic, Sony Ericsson cell phones and other Sony electronics. These brands all have products placed in the film and each will shell out tens of millions of dollars as a promotional partner of the pic.
Daniel Craig, who reprises his role as 007, won’t be the sole face to promote the products. Bond girl Olga Kurylenko, who plays feisty 007 ally Camille in the pic, is being used to push Heineken beer and the latest version of Ford’s small European car, the Ka.
I am fine with product placement in film, as long as it isn’t blatant. If we get ongoing close-ups of the product in the film and have characters discuss them like a salesperson, then I get quite annoyed. I see enough advertisements in my day to day life, and don’t want movies becoming a vehicle to shill shit.
The James Bond films in particular are a magnet for brands wishing to advertise. Lots of dudes want to be Bond, and if your resume will not allow you to become an international spy, buying his gear is the next best thing.
Advertising fascinates me, because it works so well. It is a sneaky hypnosis that creates need and the illusion of accomplishment through purchase. In this case the advertisers are offering a chance to become a bit more like Bond by purchasing his artifacts. What they want you to forget is that Bond is the man because he’s his own man; go and do likewise.
