Ford Pays $14 Million For Bond Film Appearance


Countering all that is sacred about the James Bond franchise, the producers of the film have decided to throw any semblance of respect for the brand to the wind and accept $14 million from Ford to allow the automaker to place its Mondeo in the the upcoming James Bond film, Casino Royale, starring Daniel Craig. While Ford certainly makes a decent car or two, the Ford brand and all it stands for is so counter to what the James Bond brand has imbued into culture over the past 40 years that we simply have to believe the producers behind this movie have thrown up their arms and said, "Fuck it. No one's gonna go see this movie anyway so we might as well get some cash now."

by Steve Hall    Mar- 3-06   Click to Comment   
Topic: Bad, Brands, Celebrity, Sponsorship   

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This is nothing new. Ford cars have been appearing in James Bond movies since Tilly Masterson drove a Mustang in Goldfinger. The new Ford Thunderbird was last seen in The World is Not Enough. James Bond movies are all about product placement and have been for years.

Posted by: JM on March 3, 2006 2:28 PM

Die Another Day... actually

Posted by: JM on March 3, 2006 2:29 PM

True about the placement but if I m sitting at the other side of the table I might ask the marketing guys a pretty blunt question..."Well, we are about lay off 30,000 workers, close 4 plants by 2012 and less than 20% of the cars on the road today are Fords—what's the ROI here?"

Posted by: John Boy on March 3, 2006 2:43 PM

Mustang and Thunderbird both made memorable appearances in early Bond films. Seems to me Ford fits.

Posted by: Ian O'Neill on March 3, 2006 3:47 PM

Seems to me an Astin Martin would’ve been a better fit for both the Ford and Bond brands.

So Ford is going through all its product lines. Great. Next year, Bond saves the world in his F-150. Can’t wait.

Posted by: makethelogobigger on March 3, 2006 8:28 PM

And Aston is owned by ...

Posted by: ronbo on March 3, 2006 9:09 PM

Ford. (Not sure of your point though.)

Astin as a Ford-owned vehicle would better serve the James Bond franchise/heritage than a Mustang or a Taurus, that's for sure.

Posted by: makethelogobigger on March 4, 2006 2:51 PM

I don't think it said anything about *where* the Ford would be placed.

I really doubt Bond would ever drive a Ford -- perhaps it's his enemy's, or just the American agent's vehicle...


Posted by: kb on March 4, 2006 4:01 PM

logo --

My point is that product placement by Ford is nothing new. Placement of additional Ford brands makes a certain kind of sense, if done creatively.

If you are suggesting that Ford is too clumsy to get it right, well, it's difficult to disagree.


Posted by: ronbo on March 5, 2006 12:18 AM

ronbo -

We’re on the same page. I think Fords still gets their sales blip no matter what though, no matter which car they throw in.

Could be an interesting line though:

“Taurus. Ford Taurus.”

Posted by: makethelogobigger on March 5, 2006 2:29 AM

James Bond will be driving a specially made Aston just for this film!!!
I think the moviemakers should give ford the Mondeo placement just for that!!!!
Also the Mondeo is one of the most popular cars in Europe (seriously). and the new one is a big deal even if it is just a sedan. link has info on the Aston.

Posted by: Dave. T on March 6, 2006 9:28 AM