 |
ARTICLES:
THE MICHELIN
MAN
Advertising in Bond films
We all know that somewhere along the line the James Bond films transformed from high standard, original, sexy, well written adventures to average, rehashed, politically correct, poorly written excuse for product placement. Okay, maybe things haven't gotten that bad, GoldenEye was a pretty good movie. But anyway, many blame the product placement innovation on the new BMW Bond drives, but the origins of in-film advertising can be traced as far back as A View to a Kill, which gave Michelin a quick plug. When Bond is underwater and hasto suck air from the tyres of the car that was thrown in with him, the brand name is shown for all to see. And a few moments before that when Zorin and Mayday drive a knocked out Bond up to the lake to dispose of him, small billboards for the company can be seen in the backgroud.
|
James Bond and his Twin brother ?
Part of the A View to a Kill / Michelin Tyres promotion deal was this poster above. Notice something ?, Yes, the poster describes the fourteenth 007 instalment as the "Adventure Above and Beyond all Other Bonds". Apart from being pretty much untrue it recycles The Spy Who Loved Me's promo. Back to the poster, it was for the "Michelin Dealers 007 Sweapstakes" where you could enter a competition to win various prizes, provided you buy some tyres first no doubt. Amoung the goodies on offer were cars, holidays and ofcourse Michelin Tyres. The poster itself is particularly impressive, featuring Roger Moore (looking as old as ever) standing back to back with another enduring and ever popular figure, the Michelin man. In mint condition, this poster (measured at 39" x 52") is now worth about $125, it can brought from The Movie Poster Page (where I got the picture from) amoung other places.
The History of Product Placement
Previously I thought this was where Bond product placemen began, but I've since been enlighten of an effort in From Russia With Love, which perhaps could be considered more 'self promotion' rather than 'product placement. After the Gypsy fight, Bond and Kerim go to kill the badguy. When Kerims sons knock on the door, the villain climbs out though the mouth of an actress on a mural, which is advertising a film. The film is 'Call Me Bwana' which is an EON film. Some shots show the top left corner of the mural and you can clearly see the names of the two producers, 'Harry Saltzman and Albert R Broccoli'. So I guess Product placement is as old as the James Bond series itself.