No Mr Bond, I expect you to buy…

Product placement is an essential part of blockbuster marketing, with big deals often underwriting the multi-million-dollar costs of filming. To see a revered actor or famed character using a particular gizmo or visiting an eye-catching hotel naturally has moviegoers thinking and often buying the product in question. One of the best examples of high value and rather genius product placement is the James Bond franchise. For 25 instalments, the world’s most famous spy has had a license to… SELL.

Let’s kick off with the most obvious which is 007’s four-wheeled companion. Aston Martin is synonymous with the character, at first a DB3 that replaced Bond’s Bentley in the books, leading to his Silver Birch DB5, and more latterly the latest sports cars form the British brand. Back in 1977, James actually drove a Lotus after a cunning ploy by car designers who conveniently left the then mystery unbadged sports car outside of Bond production offices until they took notice. An iconic submersible scene later and the little Lotus was a global seller.

BMW also curiously had a three-movie run as 007’s company car thanks to Aston Martin’s lack of cash at the time and BMW’s willingness to spend it. Ford even managed to get the British agent to drive a Mondeo hire car in Casino Royale.

The Danial Craig era of Bond has seen lingering shots of Omega watches, Sony laptops and phones, not to mention what is supposedly his beer of choice, Heineken.

It’s hard to exactly quantify the impact this ‘James Bond’ spotlight has on products, but clearly, it’s more than enough to justify seven figure deals. Brand association with an iconic character creates a direct link to buyers of that brand. For one brief moment you can feel both shaken and stirred wearing that snazzy watch or driving the latest Aston Martin.

Can it be tacky and a bit obvious? At times, but you know what they say… Live and Let Buy.