Relationships between the “James Bond” character and actual product brands have always been controversial.
Biographers cite instances where Ian Fleming was criticized for excessive commercialization of such, dating back to his early writing.
Generally, I’ve tended to agree with Mr Fleming’s own arguments. That brand references anchor his otherwise fantastic plots and characters. Sweep readers through storytelling via passing assurances of the familiar, if not common. I’m also loathe to criticize film producers for leveraging product placements and relationships to underwrite movie budgets. Let’s not quibble over claims of “no money exchanged hands,” as all ultimately serves the same pot. A car that’s destroyed in the chase scene hits the ledger somewhere. Even a 007 feature doesn’t promote itself.
Thus, any “partner” who provides any of these or more — in exchange for whatever consideration — frees up studio backers’ moneys for something else.
Product placements don’t have to be “only those specified by Ian Fleming.” It think it was perfectly appropriate to equip James Bond with quartz Seiko watches in the mid-1970s. That was the point to which style and technology had evolved then. Everyone thought mechanicals were done, the Swiss industry dead.
But with a rumored third of the budget for Skyfall supposedly to be underwritten by branded partners, I do have an eye out for choices suggesting tail-wags-dog here. More so as we’ve been increasingly hearing about budget woes and locations being cut in the midst of Skyfall filming. Credible? Well, when you consider pre-production was literally stopped and everything put on hold for a full year when MGM Studios went into bankruptcy, I’d say that’s enough for an all-but unequivocal “yes, very credible.”
That is the context through which I’m assessing the Heineken / James Bond announcement today.
The word “unprecedented,” as Eon Productions characterizes the Heineken-Bond collaboration, is only the first of the red flags for me here.
According to reports and official Heineken materials online, actor Daniel Craig will actually appear in-character as James Bond in support of a Heineken “worldwide campaign,” launching this September. Although Heineken claims a 15-year history with Eon Productions on the 007 movies, they say this is a first.
In contrast, recall that Daniel Craig significantly promoted the 2008 Quantum of Solace release wearing a Rolex Milgauss watch. Omega was official product placement partner for Quantum of Solace. As I wrote on my James Bond Watches Blog earlier this week, the watch that first introduced Sean Connery as 007 in Dr No was incredibly important, subject to exacting attention and care. No time for that with Quantum of Solace, but a dedicated production schedule add-on to define the Skyfall 007 via beer?
The “Open Your World” campaign release from Heineken, dateline Amsterdam, February 8, 2012, goes on to quote Michael G Wilson and Barbara Broccoli as saying “The level of collaboration with Heineken® is unprecedented.”
Really? So, there’s a greater degree of collaboration here, than, say, on customizing the Aston Martins for the ice-chase sequence in Die Another Day? Or BMW on the 750 iL automobiles featured in Tomorrow Never Dies?
Um, wow. That I’ve gotta see.
Alexis Nasard, Chief Commercial Officer of Heineken promises, “When two great brands like Heineken® and James Bond join together, excitement is guaranteed.” Skyfall “is one of the most anticipated and talked about films this year….” More than Dark Knight Rises, I guess. And The Avengers?
I’ve gone on record voicing serious concerns about Skyfall marketing, most significantly through @brandingbond on Twitter.
“Official word” has been annoyingly repetitious sans substance (I actually un-Followed @007 after the last non-news-claiming-to-be-stop-the-presses-news clapper-board image post). History recitations reminiscent of that famous photo where Leon Trotsky’s overlooked foot appears. Media relations rigidly top-down, one-way. The only “formal” James Bond image we’ve just been given of Daniel Craig in-character for Skyfall looks more like Jed Clampett than gentleman agent. Suppose that means the “Open Your World” James Bond campaign will feature 007 swigging’ Heineken from a ceramic jug marked XXX?
As someone who’s worked in the marketing profession since 1983, the hyperbole and timing of the Heineken “partnership” announcement à la James Bond more reason for concern than celebration.
In case you missed it, here’s the sum and substance:
- Don’t worry, the Skyfall budget has gotten an infusion of cash from beer
- The most exciting thing about James Bond today is beer
As usual, an excellent analysis of a concerning topic of associating a beloved character with a product that’s paying placement. I raise a Heinekin to you! (Just kidding).