Product Placement-Bond Movies

FLeiter · February 2014

I don't know if there is a thread for this already or this is the proper place, but thought I'd relay a few stories about product placement in Bond movies. First I'll set the lay of the land, the producing team have their peeps contact companies about having their product/logo used in the movie. You're shown part of the script, it's explained how the product is used and then the cost to the firm. They use an escalating scale from just showing your logo, to having a supporting actor using the product to having the principalactors, to having the main character use the product and for an additional charge-even mention the product name. I've never had to pay anything for product placement, luckily.

I was approached to have a forklift used in 'License to Kill'. The script called for Col. Heller(Don Stroud) to be speared on the forks and then driven thru the walls of a building in Sanchez's drug factory. Since there are tragically more than 100 deaths(USA) annually involving lift trucks, I immediately rejected it. They found another company. When LTK came out and the scene happens, you can clearly see the brand of the fork lift on the side even though it was crudely covered with white paint. I'm told that clip was used in a lawsuit against that firm a few months later.

I was later approached to have a forklift used in 'Tomorrow Never Dies' in Carver's printing plant. Bond jumps on a rolling platform, slides across the floor and narrowly misses a fork lift. Good response from that one.

Among other deals: Heavy equipment used in 'Casino Royale' construction chase sequence, 'Godzilla' lift truck scene(NYC) where she tries to squash the truck with her foot(no chance!) and fork lift used as protective barrier by Steven Seagal in 'Fire Down Below'. Ford paid $19M+(US) for CR exclusive vehicle placement.

Baltimore_007 · February 2014

Moonraker was the one that really pointed the way for all others to follow. I realize they got to include it more often now than before, but it can sometimes detract from any actual viewing pleasure. I go to see a James Bond release, not companies and corporations advertizing their respective products at every available opportunity. End of the day it's all about money being generated and (financial) opportunity, but wish sometimes they could cut down a little, not just with the James Bond franchise as it currently stands, but wherever you find it. Which today - is often

MayDayDiVicenzo · February 2014

I thought Skyfall has been the largest perpetrator when it comes to product placement so far. Although Die Another Day was branded "Buy Another Day" by the press, I don't think the product placement in that release was as bad as it was in Skyfall.

Also, I dislike the use of the 'Olympus' camera in the opening titles of Licence to Kill.

Thunderfinger · February 2014

The Omega line in CR was pretty pathetic, Daniel might as well have winked into the camera.

Sandy · February 2014

MayDayDiVicenzo wrote:

I thought Skyfall has been the largest perpetrator when it comes to product placement so far. Although Die Another Day was branded "Buy Another Day" by the press, I don't think the product placement in that release was as bad as it was in Skyfall.

Also, I dislike the use of the 'Olympus' camera in the opening titles of Licence to Kill.

I don't think Skyfall is at all the worst case of product placement in Bond history, all the things that were shown somewhat blended in with the scenery.

Thunderfinger wrote:

The Omega line in CR was pretty pathetic, Daniel might as well have winked into the camera.

That line was really cheesy, I agree. Curiously I once said to a guy "Beautiful watch. Omega?" and he answered "Rolex" (imagine that with a rolled, Greek accent), I started laughing and must have blushed like a tomato when he answered that but I don't think he actually got the joke.

Thunderfinger · February 2014

Hahaha! Terrific anecdote, @Sandy.

Gerard · February 2014

One could have fun noting the various product placements in Bond. MR is one of the worst offender in that regard, although if British Airways and 7Up knew what was going to happen to their ads, they would probably have thought twice. Same for Perrier in GE. But after all, didn't Fleming himself nae all the products used by Bond (and others) in his novels ? Sure he did ! So, in that respect, the movies are close to the novels.

Sandy · February 2014

Gerard wrote:

One could have fun noting the various product placements in Bond. MR is one of the worst offender in that regard, although if British Airways and 7Up knew what was going to happen to their ads, they would probably have thought twice. Same for Perrier in GE. But after all, didn't Fleming himself nae all the products used by Bond (and others) in his novels ? Sure he did ! So, in that respect, the movies are close to the novels.

I agree, it's part of the tradition. Just like obvious continuity mistakes in Sherlock Holmes adaptations are homages to Sir Arthur "Continuity" Doyle.

dramaticscenesofQOS · February 2014

Thunderfinger wrote:

The Omega line in CR was pretty pathetic, Daniel might as well have winked into the camera.

This is true, whereas QoS used less dialogue to get it's points across with visuals and symbolisms, CR could have used a better line there. Nevertheless a longer Bond movie is aways welcome by some fans including myself. We also know that QoS suffered during production but that's another discussion...

QBranch · February 2014

The only one that really annoyed me was the shot of his watch when operating the excavator in the SF PTS. If he's not reading the time or using a gadget, there's no need for such a prolonged close-up shot. Perhaps the duration of the shot is not the issue, but more so because the watch is centred in the frame and takes the focus away from what Bond is actually doing.

http://static.watchonista.com/sites/default/files/imagecache/watchonista_v1_650x399/watchographer/856/block_pic/daniel_craig_in_skyfall_wearing_omega_seamaster_3.jpg

Torgeirtrap · July 2022

The site Product Placement Blog might have been mentioned in other threads, but is worth a look. All Bond films are listed with products seen on screen:

Some_Kind_Of_Hero · January 2023

While countless indispensable works of cinema have yet to make their way to Blu-ray or even DVD, film aficionados can relax knowing that the Man with the Golden Gun milk commercial has finally been restored in 4K along with a wealth of behind-the-scenes material. Can anybody verify whether this comes with director commentary?

https://www.mi6-hq.com/sections/articles/video-the-man-with-the-golden-gun-pick-up-a-pinta-milk-4k?id=05167

007HallY · January 2023

Some_Kind_Of_Hero wrote: »

While countless indispensable works of cinema have yet to make their way to Blu-ray or even DVD, film aficionados can relax knowing that the Man with the Golden Gun milk commercial has finally been restored in 4K along with a wealth of behind-the-scenes material. Can anybody verify whether this comes with director commentary?

https://www.mi6-hq.com/sections/articles/video-the-man-with-the-golden-gun-pick-up-a-pinta-milk-4k?id=05167

That’s a really interesting ad. A bit strange in some ways (it’s rather surprising it opens with Bond posing as the waxwork/about to shoot Scaramanga, spoiling a pretty major part of the film).

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