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The Name's Brand

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The Name's Brand 16 centrespread centrespread 17 SEPTEMBER 30-OCTOBER 06, 2012 SEPTEMBER 30-OCTOBER 06, 2012 Gizmo Guru Pretty Women Skyfall will see the suave spy flaunting a Sony Xperia T. But this Though James Bond may be the won’t be the first time Bond will be alpha male and his films the ulti- branding a phone. Sony Ericsson mate male dream, cosmetic brands was prominently featured in have not shied away from placing Tomorrow Never Dies, where the brands there. Be it L'Oreal, Revlon device was used by the spy to drive The Name’s Brand or as in Skyfall, Swarovski. Revlon his car from the backseat. The had a marketing campaign linked to brand also makes an appearance in Die Another Day (2002). Avon cre- subsequent Bond films. ated a Bond Girl 007 line of women's fragrance around the time of release of Quantum of Solace (2008). In the latest, Bond girl Berenice Marlohe wears specially James Brand designed Swarovski jewellery. “For your ads only” — that could be a descriptor of any James Bond film. For the past 50 years marketeers have milked the Dressed to Kill spy’s image. ET Magazine zooms in on the From V-necks on golf courses (Goldfinger) to various brands featured in Bond films turtlenecks (Die Another Day), James Bond has always been a man of singular taste. But it’s Bond in sharp suits that people remember TEXT: YUSUF BEGG (female viewers would prefer Daniel Craig in La Perla trunks, of course). ike Tintin, Asterix or For many years now Bond has been wearing Sherlock Holmes, Bond is a Stoppage Time bespoke suits from Of course James Bond’s Brioni. However, in his global cultural icon. watches don’t just show the latest, his designer is And it is also one of the most successful time of the day. There are Tom Ford. And then film franchises in the world: other uses also — such as a there are the Turnbull & On the “magnetic” one used to Asser shirts and ties, L unzip a Bond girl’s dress, a Church Philip shoes and $4 bn in revenues Fast Lane watch that has retractable Sunspel polos. Chases on treacherous wire used to strangulate, a mountain roads, cars that laser diode that can cut Between 25% and 50% turn into submarines at a through steel, a dart gun, of the world’s population has seen at flick of a switch, those that Geiger counter.... From an Barcode fire missiles and torpedoes, Omega Seamaster to a least one Bond film in their lifetime Many hardcore Bond fans will be ejector seats...if there is Rolex Submariner to digital shaken when in Skyfall, the spy will anything sexier than Bond Seikos and Breitlings, Bond not utter the famous “Shaken, not Producers have reportedly earned girls, it has to be the super has worn some of the most stirred” while ordering his drink. For spy’s cars. Since Goldfinger famous watch brands. he’s moved from martinis to beer. (1964) Aston Martins have been From the days of Dr No (1962) it has $45 mn 007’s favourite set of wheels. been Smirnoff (and Finlandia in Die However, BMW staged a coup of from product placements in Skyfall — a Another Day). However, in Bond’s new sorts, signed a cheque for $20 mn film he walks up to the bar and orders third of the production budget and its Z3 roadster was launched a Heineken. Then there are the cham- in GoldenEye (1995). However, pagnes — Dom Perignon and Taittinger Aston Martin made a among others, a red wine — Chateau comeback in Die Another Mouton Rothschild 1947 vintage (in Day (2002). Diamonds are Forever, 1971). The Spy with the Golden Guns More than anything 007 is street smart and depends upon his ingenuity to get out of sticky situations. But occasionally guns come in handy. One Geoffrey Boothroyd sent Ian Fleming a stinker: “I like every- thing about your James Bond character except his deplorable taste in weapons, a .25 caliber Beretta is utterly useless as well as being a lady's gun...and not a very nice lady at that.” And thus the super spy had to ditch his favourite Beretta for a Walther PPK. .
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