The reason why I say this is because I remember "Die Another Day" a few years ago. At that time, he was still in his hometown of 007 in England. The new 007 movie was staged as if it was going to be a festival. TV, newspapers, magazines, streets The print advertisements on the website, the trailers in the cinema, have been bombarded very early. The energy of the illusory national hero who greeted them, I still have some lingering fears when I think of it now. It's different now. There is no fanfare, but there is only a feeling of watching a tiger from a distance.
After reading it, it's over. I feel that 007 who just debuted is nothing more than that. Compared with the old man who saved the earth or the UK at every turn, this time it was only for the mere 100 million or 200 million, which is really a small case. It may also be because of this that his old man no longer has the previous treatment. As a new boy, he is just holding some simple civilian products (what sony mobile phone, computer, camera, Mondeo, are all full of Cheap things that can be bought on the street), committing crimes all over the world, there is that grassroots spy flavor of the sky-high soldiers. On the contrary, the protagonist Daniel Craig adheres to the fine tradition of the previous 007s, has a pair of big talking eyes, and is a bit scary and a bit weird, reminding me of Ben, the leader of the others in "Lost".
The whole story focuses more on the 007 character than on a single event. Some people praised this script for being very well written, but I thought that the best thing to do this time was the Product Placement in the script. Compared with its previous 007 movies, Product Placement's strategy is purely product placement, so we fell in love with BMW's Z3, Aston Martin's DB7 and Omega's Seamaster, etc., but in the new episode of the movie, What we're seeing is more Brand Placement, products have taken a back seat, Ford, Heineken, Omega, Smirnoff, Sony Electronics, Sony Ericsson and Virgin, 6 brands are well integrated into the whole movie, a different angle Look, it's the entire 145-minute commercial.
Among the 6 brands, the most impressive is of course Ford. Its four major brands, Land Rover, Ford, Aston Martin and Jaguar, all appear at the right time and in the right place. What you can see is that, apart from the Ford brand, there is only one concept model, the new Mendeo (in fact, it is also the most popular car in the whole movie, because it appeared so abruptly, the entire segment was excerpted and followed by a car advertisement, which is undoubtedly a failure). The other three brands, two of Land Rover - Defender as an African armed military jeep, Range Rover as a seat for the nouveau riche (think of the luxury SUVs on the streets of China, which is really ironic), and two of Aston Martin ——The brand-new DBS is a very "safe" chariot. From the chariot of "Goldfinger" to the cameo of many 007 movies, DB5 also acts as his classic ditch girl weapon in this episode; the last is the villain's special Jaguar, XJ8 Sport and XJR are still the green leaves of rich villains (but it is said that in the next episode of 007 movie, Jaguar will make a comeback, Jaguar XF will become 007's new chariot, I hope it will not be advertised as "safe" again. Okay.) In this way, we see that the entire Ford group is well represented, and each of the sub-brands is quite prominent. What we need to know is that Ford spent 100 million US dollars to get the Product Placement of the 007 movie in 3 episodes (including this episode). But the strange thing is that Mercedes-Benz and Bentley appeared many times in the movie. Did Dai Ben and Volkswagen Group also give money? do not know! The most humorous thing is that Fiat actually made public relations news about the bulldozer that 007 drove when 007 was chasing in Africa.
After talking about Ford, of course other brands are not showing weakness, but more, they are used in cleverness. For example, the official designated vodka of Smirnoff, in addition to a product display, the most powerful is the classic Martini Recipe. With this original Recipe, the brand of Vodka is invisibly enlarged. A new way of drinking can often lead to a huge boost in the sales of alcohol brands. Don't you know that anyone who runs a bar knows that they need to buy more than ten kinds of foreign wine, otherwise how can they write the names of the cocktails on the liquor brand, and those second-rate whisky brands rely on some perverted recipes (such as green tea, honey Peach!!) Make big money in the Chinese market! Our partner Omega is not to be outdone. Since the Brosnan era's "Golden Eye", 007's Costume Designer has put Omega's Seamaster on our Iron King Kong instead of Rolex. In the era of Carig, product implantation has to be taken to the next level, so when Vesper asked him if he was wearing a Rolex, James Bond answered loudly "No, Omega!". Yo, this ad is really not shy. Besides the lovely Virgin Atlantic, in addition to the backgrounds of many airports and aircraft takeoffs and landings, you can see their planes. Sir Branson, who has always been in the limelight, has spared no effort to become a big trick in it. If we look back at the entire Virgin brand , Branson's image always so broadly reflects the spirit of the brand! Heineken didn't show up too much, but he used off-court tricks to salvage the heroine Eva Green (this is a very clever trick, I thought, what is the image Heineken has been emphasizing? I'm talking about image The one above, yes, it's green, Eva Green!! But in the ad, Eva is wearing a red dress, is this Trick again? I don't know.) I took a Heineken ad for 007 and used "Some things" shouldn't be shaken or stirred" to correspond to 007, the man who has always advertised "Shaken, not stirred".
Having said so much, in the end, of course, I will not forget to mention Sony (in fact, I really don’t really want to say it), but Sony is the boss, and the Product Placement here is justified. , that is, you are too innovative! Compared with other brands, Sony's stuff is very awkward wherever it goes in the movie. Whether it is the VAIO computer with the big logo, the mobile phone or the camera, it makes people feel that it should not belong there, and it is very "hard". On the contrary, what surprised me was that the old Ericsson mobile phone used by the black extreme master was a little sincere. (By the way, in the 007 topic of Sony's own Chinese website, there is a low-level error in which "MI6" is written as "M16" in the game. Its sincerity is really uncomplimentable.) Therefore, Sony does not say anything.
Last but not least, let's talk about 007 playing cards. This card is a poker card in the movie, and it is a brand in our case. If we combined these two things, what would it be? There will be an interesting phenomenon here. We can find that this time our British gentleman is playing the Texas Hold 'Em poker game that has been popular in the United States for the past two years. If I had the guts to imagine that it was a Product Placement by the same team that ran the game, that would be awesome, and the whole movie felt bespoke. Of course, we can also see this as a concern of the 007 film for the American market.
Brands, products, advertisements, I think the latest episode of 007 has achieved a high level of "salting", and it has successfully entertained us. The iTVX company, which operates a real movie, is estimated to have another successful case.
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