Aston Martin is lucky to have James Bond

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Photo: Eon Productions

No Time To Die, the 25th James Bond film, opens on October 8 in the US And, having seen it, it’s a satisfying ending to Daniel Craig’s version of this character. The point of James Bond is drinking, wits, guns, and cars, not necessarily in that order. The goal of modern James Bond movies is also to sell products, such as cars.

Wherever you look in the new Bond, there is a product that the movie is trying to sell. Not explicitly, of course, because it’s not a direct commercial, but implicitly, through product placement. James Bond movies are not unique in this regard, but they are also some of the most blatant. In No Time To Die, for example, Bond uses a Nokia cell phone, which I initially thought was an odd choice (the world’s coolest secret agent uses a … Nokia?) Until I quickly realized that, of course that is product placement.

Omega Watches also appear. Then there are the cars: a Land Rover Series III, lots of modern Land Rover Defenders, Range Rover Sport SVR, an Aston Martin DBS Superlegerra, an Aston Martin V8 Vantage, an Aston Martin Valhalla, some Jaguar XFs, a Maserati Quattroporte and what I think. which is a Triumph Bonneville. Oh, and there is also an Aston Martin DB5.

Image from article titled Aston Martin is lucky enough to have James Bond

Photo: Eon Productions

TOWhile writing this blog, I received an email from a marketing agency on behalf of Jaguar. Read in part:

The Jaguar XF will demonstrate its exceptional performance and thrilling driving dynamics in a thrilling chase sequence in the new James Bond film No Time To Die in US theaters on October 8, 2021.

Filmed in Matera, southern Italy, two XF sedans drive through the narrow and winding streets of the city, through squares and down cobblestone steps in search of James Bond.

Both XFs feature Jaguar’s all-wheel drive system with Intelligent Driveline Dynamics, which delivered incredible levels of traction on low-grip surfaces, as No Time To Die’s minions prove that no street is too small and no corner is too tight. .

Jaguar, which has the smallest presence of any automaker in the movie, is still happy to have the presence it has., so alone shows that the XF is capable of going head-to-head with James Bond and losing. For Jaguar, have your car used by the losers of history is a victory.

For Aston Martin, it’s much bigger than that, because there is a strong argument to be made that without the James Bond franchise, Aston Martin simply doesn’t exist, given all the free or not-so-free attention that Bond movies have. given over the last few decades. And while Bond really started out with a Bentley, Ian Fleming later gave him an Aston Martin DB Mark III, upgraded to the DB5 for when it came to filming Goldfinger.

The DB5 was the first Aston Martin in a Bond movie and obviously far from the last; almost half of all Bond movies have had Aston Martins in them. The DB5 is the However, the James Bond car and its extensive use in No Time To Die will likely cement it forever.

One thing DB5 It doesn’t, really, is a lot for the modern Aston Martin. There are plenty of newer Astons in No Time To Die, to be sure, although none with the title role of the DB5, clear evidence in my mind to believe Neil Layton, an action vehicle supervisor in the movie I spoke with, who He said that ultimately the final decision on everything, including cars, rested with Cary Joji Fukunaga, the film’s director.

Layton said I later asked him how much the movie and the automakers collaborated because of course they have to, to some extent; The No Time To Die production actually used two classic DB5s, plus eight Aston Martin-built replicas to do stunts. From the production notes:

Two of the eight vehicles were built as contraption cars to house the smoke screen, the mine dispenser and the machine guns. Of the remaining six, two more were fitted with capsules that allow stunt drivers to control the car while sitting on the roof. This ensured that the actors could be filmed inside the car when driving at high speed.

Narratively, the DB5 works too, because in No Time To Die, Daniel Craig’s Bond is old and initially retired, and the DB5 in 2021 is a car for old and retired. Meanwhile, a much younger Bond colleague in the film drives a DBS Superlegerra, a car for the youth and retirees, or at least a young working secret agent.

All of this product placement, in any case, isn’t just meant to help sell cars per se. Ask a marketing professor about the inherent value of the brand, which is also primarily the goal of Formula 1, which is to spend a lot of money simply to get your brand into the conversation. Most people who watch No Time To Die will never buy a new Omega or Aston Martin, but the benefit is in the association.

And for an Aston Martin who is backed by a Canadian billionaire these days, it’s kind of lucky to still have that. Bond will likely live forever, but it remains an open question whether Aston will. I asked Layton out loud if Bond would still be driving a DB5 in 50 years and, probably because he is above his salary level, he did not speculate. I hope, in any case, that it is not. No Time To Die is a great farewell for Craig but also for the DB5. Sooner or later everything you have to turn the page.

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