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More and more, film studios are looking for brand partnerships to help finance their movies. I say, all the power to them, as long as the product placement doesn’t become so intrusive that it deflects from the movie (I’m pointing at you New Year’s Eve movie and your annoying Nivea partnership).
Of course, who wouldn’t want to latch onto Bond—the coolest franchise and spy character of all time. In fact, the new Skyfall (which marks the 50th Anniversary of Bond) has a record breaking $45 million in brand investments, which accounts for approximately one third of its budget. Not bad! So, if you love all things Bond, this is what you can expect to see on screen.
Say what? James Bond drinks beer and not a martini? For more than 50 years, James Bond has always preferred the ever so popular Vodka Martini, “shaken, not stirred.” But now Bond actor Daniel Craig has replaced his traditional beverage for a bottle of Heineken. Daniel Craig has even taken things further by starring in a Heineken commercial as his famous alter ego as part of a of a £28million tie in with the Dutch brewer. Hmmm… beer instead of a martini? Not as sexy in my books, but Daniel Craig in a high-end tailored Tom Ford suit will do just fine.
Bond wouldn’t be a great spy unless he was well connected in the tech world. Unlike the Bonds of years past, Daniel Craig’s Bond relies on his technology to keep in touch with “M” and the MI6 organization. “Bond is the smartest of the smart. He demands the best,” said Tony Smith, Sony Canada’s Vice President of Marketing Communications. “It’s essential that Bond has the highest quality devices supporting, connecting and enabling action whether he’s tracking a villain, calling M or checking his GPS to find the quickest route out of trouble. It’s Bond and technology all working together, totally converged and connected.” In the movie, Sony products Xperia T smartphone and Xperia™ Tablet, VAIO laptops and BRAVIA TVs will be seen in SKYFALL.
Instilled with the swagger of 1960s cool, Bond’s suits are tailored made. Tom Ford worked closely with Skyfall costume designer Jany Temime to create a range of made-to-measure clothing, eveningwear, suits, shirts, knitwear, ties, accessories and sunglasses. “I could not be happier to be dressing Daniel Craig again in the next James Bond film,” Ford said. “James Bond epitomizes the TOM FORD man in his elegance, style and love of luxury.”
James Bond is synonymous with the sport Aston Martin DBS, but in Skyfall, the vintage DB5 Aston Martin, which is the epitome of cool, makes it way back onto the big screen giving a nod to vintage Bond style. The movie will also feature the Range Rover Vogue SE, Honda CRF250R motorbikes and the Jaguar XJL.
In 2012, Omega revealed that they would be releasing the Seamaster Planet Ocean 600m SkyFall Limited Edition watch, to celebrate its seventh performance in a supporting role in a Bond film. Bond will definitely be able to use his trusty Omega watch on his many adventures, even underwater if need be. Read more about the Omega Seamaster here.
Besides being a super spy, Bond is talented at attracting the ladies. It’s only natural that a fragrance would be created for the legendary agent. The new “James Bond 007” fragrance embodies the duality of Bond; an opulent blend of sophistication and masculinity. This is a signature scent for the Bond man, a unique fusion of traditionally authentic and unmistakably British ingredients shaping a classic fragrance with a modern twist. (Available at Shopper’s Drug Mart.)
New Bond girl Berenice Marlohe’s is the spokes model for OPI’s limited edition Skyfall nail polish collection, which consists of a dozen colors named after the many films in the franchise. Some of the clever names are: Casino Royale (This high-rolling plum is fit for royalty), Die Another Day (Live in the moment in this hot and lively red), GoldenEye (All eyes will be upon you when you wear this glorious gold), Live & Let Die (Burn the candles on both ends in this private jet black), On Her Majesty’s Secret Service (This misty-green pewter commands attention), Skyfall (Get Bonded with this magnificent maroon) and The Spy Who Loved Me (A red as romantic as the secret agent inside you). With these gorgeous shades, how can a girl resist but to channel their inner Bond girl goddess?
Skyfall opens in theaters on November 9 and stars Daniel Craig, Javier Barden, Ralph Fiennes, Naomie Harris, Bérénice Marlohe, Ben Whishaw, Helen McCrory, Rory Kinear, with Albert Finney, Judi Dench as “M.”
—By Toni-Marie Ippolito