
It was big news recently that Amazon is taking over creative control of the James Bond franchise. So this week, we look at how James Bond has been employed to pitch products over the…
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Sydney O'Reilly
Hi there. Sydney O'Reilly here. We regret to inform you that the Rejection Podcast is back for its sixth season and Terry and I have some fun episodes to share with you. This year we'll be telling the stories of Yellowstone, Josh Allen, Bill Hader, Monty Python, Billie Holiday, and Canada's own Alanis Morissette. It's jagged little rejections this year on we regret to inform you. Hope you'll join us.
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Terry O'Reilly
Work platform, it's not you, it's us. Actually, it is you. Endless onboarding, constant it bottlenecks. We've had enough. We need a platform that just gets us. And to be honest, we've met someone new. They're called Monday.com and it was love at first. Onboarding their beautiful dashboards, their customizable workflows got us floating on a digital cloud nine. So no hard FE feelings, but we're moving on. Monday.com the first work platform you'll love to use. This is an Apostrophe podcast production.
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Terry O'Reilly
You'Re under the influence with Terry O'Reilly. The James Bond franchise is changing hands for the first time in its storied history. Amazon MGM Studios is taking the creative Reins. While EON Productions remain co owners, it has sold creative control to Amazon. Price tag $1 billion. Big changes are afoot. The last Bond picture, no Time to Die, talked a lot about DNA. So it made me think about the incredible Canadian DNA in the Bond franchise to begin with. It is widely believed that author Ian Fleming based his James Bond character on a Canadian spy named William Stevenson, codenamed Intrepid. Stephenson was born in Winnipeg and was head of Allied intelligence during World War II. He also established a secret commando training camp near Whitby, Ontario. Fleming trained there. Stevenson was suave, charming and ruthless when required. He and Fleming became lifelong friends. The Bond film franchise was brought to life by two producers, Albert Broccoli and Harry Saltzman. Saltzman was born in Sherbrooke, Quebec, raised in Saint John, New Brunswick. In the very first 1962 Bond movie, Dr. No, the actor who portrayed the diabolical Dr. No was Joseph Wiseman, who was born in Montreal. Bond's boss at British Secret Service headquarters was codenamed M. His assistant was Ms. Moneypenny. She was originally portrayed by Lois Maxwell, a Kitchener, Ontario native. She appeared in 14 Bond films. The movie From Russia with Love begins with a chess match between a Canadian and a Czechoslovakian. In Goldfinger, my favorite Bond movie. The film opens with villain Auric Goldfinger cheating at cards with a man named Simmons. Simmons was played by Halifax born Austin Willis, who would later host a show called this Is the law on Canadian TV in the 70s. The role of American agent Felix Leiter in Goldfinger was played by Canadian Cease Linder, who I would often see in our recording studios in the 90s. In a scene with Pussy Galore and Bond on a small private plane, Bond asks her where they are. She says 35,000ft, flying southwest over Newfoundland. The novel, on the other hand, ends with them crash landing in Newfoundland and canoodling under a parachute. In the 1965 movie Thunderball, M assigns Bond to Canada. However, Bond politely asks to be reassigned to Nassau, and villain Ernst Blofeld travels around the world on a Canadian seaman's passport. In Fleming's novel For your Eyes Only, Bond is sent to track down some bad guys working near the Quebec, Vermont border, 007 goes to Ottawa's RCMP headquarters to pick up a gun and aerial photos. In the film version, Toronto born actress Toby Robbins played the ill fated mother of Bond's love interest Melina Havelock. The novel the Spy who Loved Me is told in the first person by a French Canadian heroine named Vi Michelle. In the book, Bond tells Her he has investigated SPECTRE activities in Toronto. In the filmed version of that novel, the movie begins with Roger Moore skiing off a mountain peak and employing a Union Jack parachute. That sequence was filmed in Nunavut. In Moonraker, Bond is briefed about the disappearance of a space shuttle that was being transported atop a Boeing 747 and crashed in the Yukon. A Toronto born actor named Shane Rimmer had small roles in four Bond films. He played an unnamed American launch controller in you Only Live Twice, the chief of security in Diamonds Are Forever, the captain of the nuclear submarine in the Spy who Loved Me. And he dubbed the voice of an SIS agent who gets assassinated in Live and Let Die. Canadian Paul Haggis was a co screenwriter of the 2006 film Casino Royale and Quantum of Solace in 08. In that same movie, Bond discovers character Corrine Vinod is a secret Canuck.
Commercial Voice
You're Canadian, you work in Canadian intelligence.
Terry O'Reilly
Ottawa born Roger Spottiswood directed Tomorrow Never Dies. And our very own K D Lange sings the end credits song in that movie. So when you add it all up, it's from Canada with love. The world of marketing has had a long and lucrative relationship with James Bond. Not only is there massive product placement in each Bond film, but 007 himself has starred in many commercials pushing products. And it's not just Commander Bond, but Moneypenny, Q and even Bond villains have all starred in commercials for everything from credit cards to breakfast cereal. When it comes to marketing, it's brand, James Brand.
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Terry O'Reilly
The Bond franchise is one of the most successful in movie history. The 25 official Bond films to date have Moon raked in over $7 billion worldwide, with Skyfall taking in the biggest haul. The franchise has been going strong since Dr. No in 1962. Only one other film franchise has lasted longer and that is Godzilla, which began in 1954. The Japanese have made 30 Godzilla movies and counting. But nobody does it better than Bond. Six different actors have portrayed the secret agent on the big screen. Seven if you count David Niven in that kooky mid-60s Casino Royale comedy. And each of them has brought a different attitude to 007. The appeal of James Bond seems to be universal. Suave, well dressed, witty and lethal. Women want to be with Bond. Men want to be Bond. That appeal wasn't lost on advertisers. The first Bond was Sean Connery. He's the best Bond. You can fight me on that later. Connery's portrayal was the blueprint for all 007s. While Connery didn't make a lot of commercials during his Bond years. He did do an interesting one for a car company in 2006. The commercial begins with a Citroen driving along a windy road in Europe. The music is vaguely Bond like and lo and behold, it is a 76 year old Sean Connery at the wheel. He's smiling as he enjoys the car's handling on the curves. As the car takes the next turn, the Connery we see is suddenly 20 years younger. As the car navigates a winding Oceanside road, Connery has become even younger. Now he looks like a diamonds are forever 40ish Connery. When the car finally pulls in front of a luxury hotel, Connery is suddenly Goldfinger era bond, early 30s. The doorman says, Monsieur Sean Connery changer. Mr. Sean Connery, you've changed. To which Connery replies, it's the car. The announcer says, rediscover your feelings. You wouldn't believe what Citron can do for you. It was an interesting play on James Bond. Without having to reference Bond directly, Connery just Benjamin buttoned back to his Bond glory days. Even though Connery didn't do any James Bond endorsements back in the 60s, it didn't mean Bond wasn't used to sell merchandise. Here's an ad from 1965 selling James Bond raincoats.
Commercial Voice
This is the raincoat they styled for Bond. Styled for Bond by Burton.
Terry O'Reilly
Our Bond is being pursued by gun toting villains.
Commercial Voice
Exclusive raincoat styled for Bond by Burton.
Terry O'Reilly
Then a gorgeous woman drives up to save our man in the nick of time.
Commercial Voice
The James Bond 007 raincoat. Only at Burton.
Terry O'Reilly
Here's a commercial from the same company that just makes me laugh. It's for James Bond Action slacks.
Commercial Voice
Action slacks tiled for Bond by Burton.
Terry O'Reilly
Again, James is running his slacks off while dodging machine gun fire. Thankfully, a gorgeous woman drives up in an Aston Martin just in time to save Bond. And he and his slacks live to fight another day.
Commercial Voice
The James Bond 007 slacks.
Terry O'Reilly
Only at bur not only could you buy James Bond slacks, there was James Bond cologne.
Commercial Voice
If you don't give your man 007, I will.
Terry O'Reilly
Again, Bond is escaping gunfire and you guessed it, a gorgeous woman drives up in a Jag to save him.
Commercial Voice
If your man lives for excitement, give him 007. There's a 007 gift set for every assignment. This one packs the full line including 007 aftershave, hairdressing and cologne. That's 007 for the license to kill women. When you use 007. Be kind.
Terry O'Reilly
That is one weird tagline. There was also Avon fragrances for Bond women. Impossible to resist. Introducing Bond Girl 007 fragrance exclusively for Avon. When Connery decided to leave the bond role in 1969 because producers Albert Broccoli and Harry Saltzman wouldn't meet his salary demands, a new Bond was hired. An Australian named George Lazenby. He starred in just one film titled On Her Majesty's Secret Service. Lazenby was an ex car salesman and male model. He had done one commercial for a chocolate bar called Turkish Delight and had no dialogue in it.
Commercial Voice
Big Fry. Here comes Big Fry with exotic Big Fry. Turkish Delight.
Terry O'Reilly
Albert Broccoli saw that commercial and invited Lazenby to come to his office. Lazenby told Broccoli he had acted in Australian movies. That got him a screen test with the director, along with producers Broccoli and Saltzman. Right after the screen test, Lazenby confessed to the director that he had actually never acted in a film before. The director said, well, you just strolled in here and managed to fool two of the most ruthless bastards in the business. You are an actor. After he had filmed the movie, Lazenby starred in a commercial as James Bond for Sony. Here he arrives at headquarters to be shown new gadgets by Q.
Commercial Voice
Sir, it's about time you're here. Another late night, I presume. Well, let's get started. The first thing we have for your assignment is this micro cassette tape recorder. Genius. Did you design this, sir? Well, no. Actually it's a Sony. Next is this radio with 32 worldwide bands, can tune in just about any place. Who gets the credit for this one? This is the Sony too. You'll also need this ultra compact portable video camera. And we're going to mount this 5 inch color TV in your car along with this Betamax deck for playback. Remarkable, are they? Yes, they're Sony also. Excuse me, sir, but did you just walk into a store and buy these? Well, yes. Keep up the good work, sir.
Terry O'Reilly
Tagline. If it's a little extraordinary, it's a Sony. That's a funny idea. Connery walked away again after Diamonds are forever in 1971. Enter Roger Moore in 73. He brought broader comedy to the role. He was less dangerous, shall we say? That could explain the James Bond commercial he did for Milk. The commercial begins with milk being poured into a glass in slow motion while the classic Bond theme music plays. Next, words on the screen say, Roger Moore as James Bond, 007 in Ian Fleming's Moonraker. Suddenly we see James Bond fighting a villain in an airplane and Bond knocks the bad guy out an open door. Then for some reason we see behind the scenes, the director is drinking milk, the cameraman is drinking milk, and Roger Moore, AKA James Bond is throwing back a big glass of milk. Milk is supreme, supremely Bond. When we come back, Pierce Brosnan takes the wheel.
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Terry O'Reilly
Race the Rudders. Race the sails. Race the sails. Captain, an unidentified ship is approaching. Over. Roger, wait. Is that an enterprise sales solution?
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Terry O'Reilly
Timothy Dalton played Bond in two films and did commercials for Lark cigarettes. When Pierce Brosnan took over in 1995, he wasn't the only big change. This Bond ditched his famous Aston Martin DB5 heresy. Brosnan appeared as Bond in a commercial for his new wheels. As the ad begins, various people are reading a classified ad for a certain car that is for sale. What is this?
Commercial Voice
Sports coupe with bulletproof glass ejector seat, rocket launcher, champagne cooler, radar screen, sidewinder missiles. One owner. Wonder what kind of bloke would be selling a car like that? The name's Bond. James Bond. I wonder what he's getting instead. 007's new BMW in GoldenEye. See your dealer about a BMW of your own.
Terry O'Reilly
With a few exceptions, like Lazenby and Dalton, most Bonds do four or five films before they age out. Can't have a Bond limping around with a bad hip and a Bald spot. In 2006, the baton was handed to a new Bond. He was controversial because Daniel Craig was the first blonde Bond heresy. I once met director Martin Campbell. He has the distinction of directing Pierce Brosnan's first Bond film and Daniel Craig's first Bond film. That means he had to cast a new Bond. Twice I asked him what a Bond screen test was like. Interestingly, he said they always used the same scene from the film From Russia with Love to test Bond Bonds. This one scene, said Campbell, contained all the essential Bond ingredients in this particular sequence. Bond enters his dark hotel room. Check. Immediately. Suspects he is not alone. Check. He takes out his revolver. Check. Silently climbs out the window. Check. Walks along the ledge. Check. And climbs back through another window into the bathroom. Check. Where he pulls back a curtain to discover a girl in his bathtub. Check. Then Bond does what he always does. Check. If you can pull that scene off with lethal style, you too can be James Bond. Daniel Craig did more commercials than any other James Bond. But that makes sense as we are in an era of uber marketing. Craig did ads for high end watches, cars, alcohol and British tourism. And who could forget when he jumped out of a helicopter with Her Majesty the Queen during the opening ceremony of the 2012 London Olympic Games? Craig's Bond also brought another huge change. Instead of a martini, shaken, not stirred, Craig's Bond liked to enjoy a cold Heineken heresy. Heineken has been a major sponsor of Bond Films for 20 years. Over eight films. Daniel Craig's last turn as James Bond, no Time to Die, was postponed three times because of the pandemic. So Heineken created a commercial poking fun at those delays. Craig, AKA Bond, sits alone at a bar and slowly pours a Heineken into a glass. He takes a long sip and says.
Commercial Voice
Well worth the wait.
Terry O'Reilly
Words on the screen say no Time to die. In cinemas September 30th. It was Craig's 9th ad for Heineken. He even did a commercial for Heineken's alcohol Free beer, A dry spy heresy. When we return, the Bond villains pitch products.
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Terry O'Reilly
Ryan Reynolds here from Mint Mobile with a message for.
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Sydney O'Reilly
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Terry O'Reilly
007 wasn't the only Bond character to make commercials. Moneypenny made an ad for Visa and Q has promoted Heineken, Schweppes and PlayStation. Even Bond villains have made commercials. Richard Keel, who played the steel toothed villain Jaws in two Bond films, did a commercial for Shredded Wheat. In the ad, the seven foot tall Keel sits down at a restaurant and shocks a nearby family by eating a fork, a plate and two pieces of shredded wheat. But he can't eat three because they're just too big.
Sydney O'Reilly
No.
Commercial Voice
2 is quite enough for me, thank you. With 100% whole wheat nourishment packed into.
Terry O'Reilly
Shredded wheat, who can eat more than two? Charles Gray played a British operative assisting Bond in the film you Only Live Twice. Four years later, he played for the other team portraying arch villain Ernst Blofeld in Diamonds Are Forever. Gray actually voiced a commercial for a cosmetic called Double o colors in 1963. Little did he know it was an audition for a role he would land eight years later.
Commercial Voice
Are you brave enough to wear Angel Face Double O colors? The sheer murder, shameless, passionate colors that stay soft, smooth all day? Tomorrow, wear 007, the most ruthless pink Double O colors by Angel Face in.
Terry O'Reilly
The movie the Spy who Loved Me, the fiendish villain is played by actor Kurd Juergens. He stayed in character later and tried to blow up the energizer bunny. Oh, Mr. Energizer bunny, out for a stroll? Mindmatter Desolidificator will put an end to.
Commercial Voice
Your precious little source of power. Your hippity hoppity days are over.
Terry O'Reilly
Then he presses a big red button to aim a lethal laser at the Bunny. But his entire system suddenly malfunctions. He pulls open a compartment and discovers his system is powered by inferior no name batteries. Still going. Nothing outlasts the energizer battery it keeps. In 1973, Paul McCartney was asked to write the theme song to the latest Bond film. He reunited with George Martin to produce Live and Let Die. In the film, Bond is chasing SMERSH operative Dr. Big, whose henchman is voodoo master Baron Samedy, played by actor Jeffrey Holder. While Holder didn't stay in character for subsequent commercials, he did become famous for doing a long series of 7Up UnCola ads.
Commercial Voice
You have made 7Up number one. The people have spoken and the choice is clear. The uncooler.
Terry O'Reilly
Ah, here's something I bet you didn't know. There was one Bond villain, or should I say Bond nemesis, that was inspired by a Dodge commercial. It's true. Dodge created a TV ad in 1970 to advertise its new muscle car, the Challenger. In the commercial, a small town southern sheriff pulls over a driver for operating a race car on city streets. The driver protests, saying it isn't a race car. But the sheriff points out features of the Challenger that prove otherwise.
Commercial Voice
Okay, boy, out the car. What's wrong, officer? You're in a lot of trouble, boy. Violation City orders 1114. Operating a racing type vehicle to try to see the limits. Oh, I see. This is the new Dodge Challenger rt It's not a racer. Hey, not what kind of tires then, boy? Optional polyglass GTs. Racing tires. Them straps that boy. What you call those racing stripes? I suppose that's a reconverted lawnmower motor optional. 440 Magnum V8. Now look, boy, I know a race car when I see one. If you can handle the way people react to your 1970 Dodge Challenger, you could be Dodge material.
Terry O'Reilly
That character became so popular, Dodge did an entire series of commercials with the sheriff. He even did a Traffic Safety PSA with then Governor Ronald Reagan. That Sheriff eventually inspired Sheriff J.W. pepper in live and Let Die.
Commercial Voice
You got a set of wheels you just won't quit boy, if there's yours, that is. Huh? Spin around, boy. Ten fingers on the fender.
Terry O'Reilly
Sheriff Pepper somehow managed to show up again, this time in Thailand in the man with the Golden Gun. Proving you do live twice as mentioned at the top of the show, Barbara Broccoli and Michael Wilson, children of Albert Broccoli, have sold control of the Bond franchise to Amazon. It's the first time in the history of the series that control hasn't been in the hands of of a family member. When he passed the torch to his daughter Barbara, Albert Broccoli gave her some sage advice. He said, don't let temporary people make permanent decisions. Amazon is a corporation, so executives will come and go and Amazon will be making its first major decision picking the next Bond. It should be interesting. There has always been a lot of marketing swirling around Bond. Not only the massive product placement, but the use of Bond as a vehicle for promoting products outside the confines of the movies. Amazon is all about commerce and it didn't purchase the Bond library because it relishes the box office potential. It eyes a much bigger prize.
Commercial Voice
World domination, same old dream.
Terry O'Reilly
Correction, Mr. Bond, marketing domination. If you take the world's most successful film franchise and plug it directly into the world's largest shopping site, well, it's going to be a skyfall windfall. James Bond may have a license to kill, but it's Amazon that has a license to print money. When you're under the influence. I'm Terry O'Reilly. This episode was recorded in the Tear Stream Mobile recording studio. M. Debbie O'Reilly Q Jeff Devine under the Influence themed by the Casey Pick, Jeremiah Pick and James Ayton Orchestra Tunage provided by APM Music Tail me Terry Oinfluence this podcast is powered by Acast. Did you know? You can now listen to our podcasts on YouTube just search apostrophe Podcast network. See you next week.
Commercial Voice
Fun fact Hi, this is John from Chicago.
Terry O'Reilly
James Bond actually got married in the film on Her Majesty's Secret Service, but his wife was killed on their honeymoon by his arch enemy Blofell.
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Terry O'Reilly
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Under the Influence with Terry O'Reilly: "Brand, James Brand" – Episode Summary
Release Date: April 19, 2025
Host: Terry O'Reilly
Podcast Network: Apostrophe Podcast Network
In the episode titled "Brand, James Brand," host Terry O'Reilly delves into the intricate relationship between the iconic James Bond franchise and the world of marketing and branding. Exploring the franchise's rich history, Terry uncovers how James Bond has not only captivated audiences globally but also become a powerful vehicle for product placement and brand endorsements. This summary captures the key discussions, insights, and conclusions from the episode, enriched with notable quotes and timestamps for reference.
Terry begins by highlighting the Canadian influences embedded within the Bond franchise. He traces the character's inspiration to William Stevenson, a Canadian spy known as Intrepid, who was a close friend of Bond creator Ian Fleming.
Terry elaborates on the contributions of Canadian producers and actors to the Bond films, emphasizing the cross-border collaboration that helped shape the series.
The episode navigates through the different actors who have embodied James Bond, examining how each brought a unique flavor to the character and leveraged their roles for marketing purposes.
Sean Connery:
As the first Bond, Connery set the template for future portrayals. Though he did minimal commercials during his tenure, a notable 2006 Citroën ad featured him revisiting his Bond persona.
George Lazenby:
Lazenby's brief stint included a single commercial for Sony, positioning him within the Bond gadget ecosystem despite his limited filmography.
Roger Moore:
Known for infusing humor into Bond, Moore appeared in a Milk commercial that juxtaposed Bond's action with the simplicity of enjoying a glass of milk.
Pierce Brosnan and Daniel Craig:
Brosnan continued the legacy with Chevy, while Craig embraced the era of "uber marketing," endorsing high-end watches, cars, and Heineken. Craig's portrayal also modernized Bond's image, aligning with contemporary branding strategies.
Terry meticulously examines how the Bond franchise has been a fertile ground for product placement, transforming Bond characters into brand ambassadors across various industries.
Heineken Partnership:
Craig's Bond extensively featured in Heineken ads, including a notable commercial where Bond acknowledges delays due to the pandemic.
Sony Gadgets:
Lazenby's commercial portrayed Bond interacting with Sony's latest technological innovations, seamlessly integrating product features into Bond's spy toolkit.
Automotive Brands:
From Citroën to BMW, Bond's association with luxury and performance cars has been a recurring theme, reinforcing the brands' prestige.
Fashion and Fragrances:
Commercials for raincoats, slacks, cologne, and fragrances featured Bond and related characters, emphasizing sophistication and style.
A significant portion of the episode focuses on Amazon MGM Studios' acquisition of the James Bond franchise, marking the first time creative control has shifted from the Broccoli-Saltzman legacy to a corporate giant.
Details of the Acquisition:
Amazon purchased creative reins for a staggering $1 billion, signaling a new era for Bond under the stewardship of a tech and commerce behemoth.
Implications for Marketing:
Terry posits that Amazon's ownership will likely amplify Bond's role in global marketing, integrating it more deeply into e-commerce and digital platforms.
Legacy and Future:
Reflecting on the wisdom passed down within the Broccoli family, Terry anticipates that Amazon will navigate the franchise's legacy with strategic marketing acumen.
Terry concludes by synthesizing the Bond franchise's enduring success with its strategic marketing integrations. He underscores the symbiotic relationship between fictional narratives and real-world branding, demonstrating how James Bond serves as a timeless marketing asset.
Universal Appeal:
Bond's charisma and versatility make him an ideal figure for diverse marketing campaigns, appealing to both male and female demographics.
Brand Longevity:
The franchise's ability to adapt to changing marketing landscapes ensures its continued relevance and profitability.
Future Prospects:
With Amazon at the helm, Terry anticipates innovative marketing strategies that could redefine product placement and brand partnerships within the Bond universe.
In "Brand, James Brand," Terry O'Reilly masterfully unpacks the multifaceted relationship between James Bond and the marketing world. From product placements to brand endorsements, Bond's influence extends far beyond the silver screen, solidifying his status as a premier marketing icon. The episode not only celebrates Bond's legacy but also provides insightful commentary on the evolving dynamics of brand partnerships in contemporary media.
Listeners gain a deeper appreciation for how fictional characters can drive real-world business success, offering valuable lessons for marketers and enthusiasts alike.
This summary was crafted based on the transcript provided and aims to encapsulate the essence of the episode for those who haven't listened. For more engaging stories connecting pop culture, marketing, and human nature, tune into "Under the Influence with Terry O'Reilly" on the Apostrophe Podcast Network.