He's back ... and his fancy gadgets are, too

November 22, 1999
Web posted at: 4:07 a.m. EST (0907 GMT)

LONDON (CNN) -- The newly released James Bond movie spotlights an emerging marketing trend, which could be called "Brands -- James' Brands."

Bond has evolved from a suave, English superspy to a flashy, moving billboard for global advertisers such as BMW, Omega watches, Martinin vodka -- even construction machinery manufacturer Caterpillar.

All those products are prominently featured in the new Bond film, "The World is not Enough," released in the United States on Friday and in London on Monday.

"Here's the Bond character, intrepid, dashing, glamorous, leads a life full of excitement, dashing around, testing out all these gadgets, using them all the time," said Tom Blackett of Interbrand, which helps companies establish a corporate identity. "To associate your products and your brands with that particular character gives brands a massive boost."

The Bond attraction is such that companies have been building entire advertising campaigns around products featured in the movie. BMW has made its Bond car an integral part of its marketing strategy, for instance.

Advertisers pay movie producers large sums of money for the opportunity -- and for some companies, there appears to be no rhyme or reason behind their product placement, suggesting a danger that product might eventually come before plot.

"They write in and say, 'We want to be in the Bond film.' Take Caterpillar for instance. I don't even know what they do in this film," said Desmond Llewellyn, who plays gadget inventor 'Q' in the Bond movie.