Bond and ADVERTISING

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James Bond: new brands for Skyfall

Skyfall continues the tradition of James Bond films - and 007's image - being used for advertising purposes. Here's a run-down of the latest brands Bond is touting.

Last week, to tie in with preview screenings of the latest James Bond film Skyfall, VisitBritain released a video advertisement from a new campaign which uses 007 to encourage tourists to Britain.

This latest use of Bond to flog something – in this case, Britain – comes a few weeks after 007 diehards were up in arms over an advert for Heineken which shows current Bond Daniel Craig sipping away at the Dutch beer, rather than his usual dry martini (shaken, not stirred).

Heineken reportedly spent almost £30m (roughly a third of Skyfall's production budget) on the advertising campaign featuring Bond. In the film itself, however, the beer is conspicuously absent, while the fictional British spy does find time for a lovingly-prepared martini.

Another advertising tie-in for Skyfall has been with Coke Zero, whose action-packed promotional video (below) uses the classic James Bond Theme music. Elsewhere, Procter & Gamble have worked with Eon Productions to create The James Bond 007 Fragrance, with "notes of apple, cardamom, sandalwood, vetiver, lavender, moss and coumarin that will give you a retro feel".

In the film, meanwhile, Bond is shown using Sony's new smartphone, the Xperia T, wearing suits from American fashion designer Tom Ford, and driving an Aston Martin DB5 - which was first used by Sean Connery's Bond in Goldfinger in 1964.