Take away the Aston Martin, the Omega watches and the Dom Pérignon, and James Bond is little more than a hitman with a penchant for one liners. No Time to Die, the latest film in the Bond franchise, was released in UK cinemas this week. Stunts, suits and love interest were all present and correct. But there were a few new brand names among the old faithfuls.
Pay attention 007. The success and longevity of Ian Fleming’s character rests in part on the right soft goods and consumer durables. Putting the correct products into the frame means preferential deals for existing partners and steep prices for those that want to join the club.
Ford, owner at the time of Aston Martin, a marque traditionally preferred by Bond, reportedly paid $35m to have its car featured in 2002 film Die Another Day. BMW had usurped the role in the previous film. The deal proved fruitful. No Time to Die features four different Aston Martin models.