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Editor Thoughts: future of product placement

Today we inaugurate a new column, Editor Thoughts. In this column we will discuss the most various Bond related themes, no news but only reflections. And we start with one of the most debated movie subjects, one of the most followed for Bond fans: the product placement.

As we all know, bond has a particular history with product placement. Not always (almost never) a brand is requested by producer to pay to be included in the movie. In fact, they often ask the brand to create a comarketing campaign to advertise the new movie. That is the case of CocaCola in Skyfall, or Aston Martin in SPECTRE.

But what can we expect to happen in the next installment due to arrive in the theaters in the fall of 2019? Probably we will see some changes, while some brands will remain pillars in the Bond franchise. We surely will have Omega on board (they just presented a new Bond inspired watch, but we won’t see it in the movie) probably with a dive watch of the Seamaster series and with one of the ’57 riedition, Seamaster or Railmaster (you can see them in the image below, alongside the third Omega’s battle horse, the Seamaster).

Omega 1957 Trilogy (source: omegawatches.com)
Omega 1957 Trilogy (source: omegawatches.com)

Also for the car, we should be pretty locked. We can expect Aston Martin to continue its lifelong journey with James Bond, with a new model expected to be developed specially for 007, as the DB10 was. We also expect to see (again) the DB5 on stage, seeing how SPECTRE ended. We can also expect the “brand extension” relationship to continue, with Jaguar and Range Rover onboard too. Nothing new from this side.

Changes could come from 007 clothing. For the last 3 movies, beginning with Quantum of Solace, lead costume brand for Daniel Craig was Tom Ford, with both Louise Frogley (Quantum of Solace, here you can find a very good article from our good friend of jamesbondlifestyle) and Jany Temime (Skyfall, SPECTRE) working with the american brand to adapt the collections, both elegant and casual, for the spy purposes. With them, a lot of other brands were involved during last movies, like Barbour, Matchless, N.Peal, Sunspel, just to mention some.

Jany Temime with some SPECTRE costumes (source:dailyrecord)
Jany Temime with some SPECTRE costumes (source:dailyrecord)

The choice of what brand to use is strictly related to the choice of the Costume Designer. If EON will remain faithful with the direction they’ve taken, that I personally love, I can clearly see Miss Temime returning, along with Tom Ford. If they will go down a different route, we could experience some major changes: a lot of fashion brand would love to get in the mix with Bond, and maybe a fresh new italian style could be good for the show. We’ll see.

What will almost certainly change is the technological stuff. Ever since Sony was in charge of distributing Bond movies, we saw MI6 agents and staff with smartphones, laptops, even cameras, provided by the japanese producer. Since, as we all know too well, the distribution contract expired with SPECTRE, and since all the indications point to a change of direction, we can all expect 007 to change his smartphone very soon.

What could happen now? We all know that Daniel Craig seems to like Samsung for his character, and I can definitely see Bond handling a Galaxy S8. In general terms, Samsung produces quite stilish phones, that can suits well in a movie like this.

Of course, talking about this, we have to mention Apple, but honestly i can’t see them spending big money on something like this at the moment, so I think MI6 will continue to buy in Asia.

To close, we have that one piece of furniture that will never grow old and will be there with him, whoever he is portraing him, and wherever he is going: the Walther PPK will always be in James Bond’s holster.

For every curiosity you could have on products seen in James Bond’s movies, I can only redirect you to the most equipped and specialized website on the matter, James Bond Lifestyle, you will appreciate it a lot. Have fun!