As Daniel Craig returns to his James Bond role in SPECTRE (2015), Concave Brand Tracking takes a close look at which Brands appeared in the latest action blockbuster in contrast with its recent predecessors. We recorded what Brands and products appeared in all 4 Daniel Craig JAMES BOND movies as well as how much exposure they received, who they were associated with and how they were portrayed.
Concave Brand Tracking’s analysis found that SPECTRE (2015) is the most overall Brand-filled BOND movie of the Daniel Craig era, with SKYFALL (2012) coming in 2nd.
As for the actual Brands that appear in SPECTRE (2015), many of them have long running ties with the franchise which have led to much exposure in this latest installment.
All screenshots from SPECTRE (2015) come from trailers or other promotional materials and are the property of Metro-Goldwyn-Mayer and Columbia Pictures.
total Brand exposure
First and foremost, SPECTRE (2015) provides Brands with more overall exposure than any other JAMES BOND movie starring Daniel Craig. SKYFALL (2012) had 19% less Brand exposure than SPECTRE (2015) while QUANTUM OF SOLACE (2008) and CASINO ROYALE (2006) had less than half.
Concave Brand Tracking’s Brand exposure algorithm takes into account Brand screen time, the visibility of Brands’ logos and names and the discernibility of their products.
SPECTRE’s (2015) relatively high amount of Brand exposure is largely due to their products having over 47 minutes of screen time vs. just over 25 in SKYFALL (2012) and under 20 in both QUANTUM OF SOLACE (2008) and CASINO ROYALE (2006). However in SPECTRE (2015), Brands’ logo or names were only visible in about 10% of their screen time. This had been over 30% in the previous 3 movies.
total Brand exposure – by product
Cars have consistently been the most visible type of product in the last 4 JAMES BOND movies. After making up 50% of Brand exposure in SKYFALL (2012), cars make up 41% of Brand exposure in SPECTRE (2015).
With the introduction of Ben Wishaw as the new Q in SKYFALL (2012), glasses have become the 2nd most visible type of product.
In SPECTRE (2015), watches, sunglasses and helicopters were the 3rd, 4th and 5th most visible products.
top 10 Brands by JAMES BOND movie
The main trend in terms of Brands that appear in the latest BOND movie is continuity. Of the top 10 Brands in SPECTRE (2015), 9 appeared in previous BOND movies starring Daniel Craig. Furthermore, 7 of SPECTRE’s (2015) top 10 Brands were part of SKYFALL’s (2012) top 10, 4 were part of the top 10 ranking of QUANTUM OF SOLACE (2008) and 4 were part of CASINO ROYALE’s (2006).
The most recurring and visible Brands across the last 4 BOND movies have been Aston Martin, Sony and Land Rover. All 3 appeared in the top 10 of each Daniel Craig JAMES BOND movie.
Notable Brands that appeared visibly in recent BOND movies but were missing in SPECTRE (2015) include Audi, Honda, Ford, Cutler and Gross, Alfa Romeo, Sony Ericsson and Nokia.
top 10 Brands in SPECTRE (2015)
While SPECTRE (2015) featured an array of recognizable Branded products, none were more visible than Aston Martin cars. This seems fitting given that Aston Martin’s connection with the franchise goes all the way back to 1964’s GOLDFINGER, the 2nd JAMES BOND movie ever.
Univo, the Brand of glasses worn by Q, is the 2nd most visible Brand followed by modern BOND regulars Omega, Sony, Land Rover, Tom Ford and Jaguar.
Mercedes-Benz is the 8th most visible Brand, while Rolls-Royce and Messerschmitt-Bölkow-Blohm (MBB) round off our top 10.
# 10 MBB
In SPECTRE (2015) one type of product that appears more than in other recent BOND movies is aircrafts. Many major action scenes in SPECTRE (2015) involve a plane or a helicopter. Of all of these, the MBB Bo150 helicopter in the opening scene is the most visible, with nearly 1 ½ minutes of screen time. This also makes MBB the movie’s 10th most visible Brand.
Despite James Bond’s affinity for all things intrinsically British and luxurious, SPECTRE (2015) marks the first time Rolls-Royce makes an appearance in a Daniel Craig BOND movie.
Rolls-Royce appears in the form of a 1948 Silver Wraith. As such it gets over 1 ½ minutes of screen time. This appearance is quite hard to miss given the attention the vehicle gets and the fact that Daniel Craig verbally names the Brand as well as the exact model.
The Rolls-Royce car is shown driving on dirt roads and hence associated with cross country driving. Beyond this, the Brand is portrayed as an emblem of vintage luxury as it is driven by a chauffeur dressed in accordance with the vehicle’s era of origin.
Rolls-Royce’s exposure in SPECTRE (2015) is higher than in CARS 2 (2011), IRON MAN (2008) and TRANSFORMERS: AGE OF EXTINCTION (2014) but less than in IRON MAN 2 (2010) and SPY (2015).
Mercedes-Benz has long been a part of the BOND universe but more often than not it took a backseat to the likes of Aston Martin, Land Rover and Jaguar. SPECTRE (2015) continues this trend by featuring numerous Mercedes-Benz vehicles in various contexts but not giving the Brand as much exposure as the British manufacturers. Having said this, Mercedes-Benz does get more than twice as much exposure in SPECTRE (2015) than in SKYFALL (2012) and over 10 times more than in CASINO ROYALE (2006) and QUANTUM OF SOLACE (2008).
Mercedes-Benz vehicles are seen at Monica Bellucci’s mansion, on Christoph Waltz’s desert base and on the streets of London. As such they are associated with luxury, crime, cross country driving and police use.
Mercedes-Benz got over twice as much exposure in JURASSIC WORLD (2015) than in SPECTRE (2015). The Brand did however get more exposure in SPECTRE (2015) than in other recent movies such FURIOUS 7 (2015), ENTOURAGE (2015) and SOUTHPAW (2015).
After appearing in SKYFALL (2012) as Judi Dench’s vehicle of choice in the form of a 2011 XJ L [X351], Jaguar returns in SPECTRE (2015) in a rather different context. In the latest BOND movie the Brand gets almost 80% of its exposure from the car chase scene in Rome in which Dave Bautista’s Hinx character drives a Jaguar C-X75 while chasing James Bond’s Aston Martin DB10.
Every aspect of Jaguar’s portrayal in SPECTRE (2015) differs from how it appeared in SKYFALL (2015). In the latter the Brand was associated with 78 year old, white and female Judi Dench. In SPECTRE (2015) Jaguar is associated with 46 year-old, filipino male Dave Bautista. Furthermore, in SKYFALL (2012) Jaguar was portrayed as a professional and chauffeured vehicle while the C-X75 in SPECTRE (2015) is portrayed as a luxurious, fast, agile car used in action-packed chase sequence.
With SPECTRE (2015), Jaguar receives more exposure than in SKYFALL (2012) or CASINO ROYALE (2006) but also more than in other movies such as GONE GIRL (2014), THE EQUALIZER (2014), CARS 2 (2011) and ENTOURAGE (2015).
#6 Tom Ford
Following the Brand’s creation back in 2004, Tom Ford sunglasses became highly associated with Daniel Craig’s incarnation of James Bond, beginning in QUANTUM OF SOLACE (2008).
The recognizable eyewear got over 1 ½ minutes in QUANTUM OF SOLACE (2008) followed by less than a minute in SKYFALL (2012). However, in SPECTRE (2015) Tom Ford sunglasses get well over 2 minute of screen time and are even seen being worn by Christoph Waltz momentarily.
In terms of demographics, Tom Ford has been consistently associated with Daniel Craig so its age association has gone up as he has gotten older.
As for context, Tom Ford sunglasses have been worn by Daniel Craig both formally with suits and casually with polo shirts. In QUANTUM OF SOLACE (2008) Tom Ford was worn formally in only 12% of its screen time vs. 85% in SPECTRE (2015).
SPECTRE (2015) is by far Tom Ford’s most visible appearance in a major movie ahead of the last 2 BOND movies as well as SOUTHPAW (2015), SELF LESS (2015) and ANNIE (2014).
In QUANTUM OF SOLACE (2006) Daniel Craig wore Tom Ford FT108 sunglasses. In SKYFALL (2012) he wore a pair of Tom Ford Marko FT0144. In SPECTRE (2015), Craig wears both Tom Ford Snowdon FT0237 and Tom Ford Henry Vintage Wayfarer FT0248.
#5 Land Rover
After being the 3rd most visible Brand in SKYFALL (2012) we find Land Rover to be the 5th most visible Brand in SPECTRE (2015). Despite getting slightly more screen time in the latest movie, the Brand gets less overall visibility due to its logo only being visible in 18% of its almost 2 ½ minutes of exposure. This is in contrast with an 82% logo/name visibility in SKYFALL (2012).
Much like in SKYFALL (2012), in SPECTRE (2015) Land Rover vehicles are involved in high speed chases that see their cross country driving abilities put on full display. However, in SKYFALL (2012) Land Rover vehicles were primarily used by MI6 operatives, whereas in SPECTRE (2015) most of their vehicles’ screen time comes from being used by the villains.
Though SPECTRE (2015) provides less exposure than SKYFALL (2012), it joins predecessor as one of Land Rover’s most visible movie appearances. Both are ahead of QUANTUM OF SOLACE (2008) and CASINO ROYALE (2006) as well as other movies such as MISSION: IMPOSSIBLE – GHOST PROTOCOL (2011), MISSION: IMPOSSIBLE – ROGUE NATION (2015), ENTOURAGE (2015), DAWN OF THE PLANET OF THE APES (2014), NATIONAL TREASURE: BOOK OF SECRETS (2007) and FAST & FURIOUS 6 (2013).
Since Sony’s entertainment divisiob acquired the distribution rights to future BOND movies in 2004, the Brands’ consumer products have become a staple of the Daniel Craig era of the franchise. The past 3 movies have been filled with Sony cameras, phones, monitors, TVs, UMPCs and more.
While SPECTRE (2015) does also feature a number of these products from Sony, the laptops we see remain strangely anonymous. This is because since SKYFALL (2012) Sony has divested itself of its VAIO PC business. Hence there is no sign of any such laptops in SPECTRE (2015). Instead Moneypenny and C are seen using Lenovo Yoga 3 Pro laptops and Q uses a beaten-up NP8235 Sager laptop. However, neither of these Brands are given much exposure relatively to Sony.
In SPECTRE (2015) Sony gets almost 2 minutes of screen time with 18% coming from mobile phones, 41% from monitors and 42% from TVs. All 3 products are shown at least once in close-ups and the Sony logo is seen in 27% of the Brand’s screen time. All of this contributes to making Sony the 4th most visible Brand in SPECTRE (2015).
The Sony Brand is portrayed as a professional Brand and associated with technology, spying and professional use. It is also used by most of the main cast members including Daniel Craig, despite his apparent reluctance to be associated with the Brand on screen.
Sony’s presence in SPECTRE (2015) is over twice as visible as in QUANTUM OF SOLACE (2008) and CASINO ROYALE (2006). Though it is worth noting that those movies featured Sony Ericsson which Concave Brand Tracking counts as a separate Brand from Sony. SKYFALL (2012) did however provide Sony with almost 50% more exposure than SPECTRE (2015).
If we look beyond the JAMES BOND series we see that both SKYFALL (2012) and SPECTRE (2015) provided the Sony Brand with more exposure than movies such as THINK LIKE A MAN TOO (2014), GONE GIRL (2014), ANNIE (2014) and most recently SAN ANDREAS (2015). However THE AMAZING SPIDER-MAN 2 (2014) and 22 JUMP STREET (2014) had more Sony exposure than any JAMES BOND movie.
Like many of the Brands we have seen so far, Omega has a long tradition of appearing in BOND movies. In fact, it’s relationship with the series goes much further back than the likes of Tom Ford and Sony, with Pierce Brosnan wearing an Omega Seamaster in 1995’s GOLDENEYE. Since then, Brosnan wore Omega watches consistently in all his BOND movies as has Daniel Craig since he took over the role.
However, Omega’s exposure has not been consistent since it joined the series. As the images above show, the timepieces always got close-ups in the Brosnan movies. But Omega was never shown in a close-up in the first 3 Daniel Craig BOND movies. Nor was its logo even clearly shown in QUANTUM OF SOLACE (2008) or CASINO ROYALE (2006). Though the Brand was mentioned by name in the latter.
In SPECTRE (2015), Omega not only appeared in close-ups and had its logo clearly shown in multiple shots, but it received much more screen time than in any previous Daniel Craig JAMES BOND movie. Omega had almost 5 minutes of screen time in SPECTRE (2015) vs. less than 2 in SKYFALL (2012) and under 40 seconds in QUANTUM OF SOLACE (2008) and CASINO ROYALE (2006).
Due to the above differences in visibility, Omega has over triple the overall exposure in SPECTRE (2015) as it had in SKYFALL (2012) and over 10 times what it had in QUANTUM OF SOLACE (2008) and CASINO ROYALE (2006). This increase in exposure can be explained, at least in part, by the fact the main Omega worn by Daniel Craig in SPECTRE (2015) plays a part in the plot, unlike in any of his previous BOND movies.
Omega has also recently appeared in such movies as GRAVITY (2013) and FIFTY SHADES OF GREY (2015) but neither provided the Brand with nearly as much exposure as SPECTRE (2015).
In SPECTRE (2015) Daniel Craig wears 3 different Omega timepieces. The exact models are an an Omega Seamaster Aqua Terra 150M Master Co-Axial and an Omega Seamaster 300 SPECTRE Limited Edition.
# 2 Univo
We often find in entertainment that, despite most visible Brands mostly being globally recognized, smaller ones can find their way into the limelight. We recently reported that Hummel made its way into the top 5 most visible Brands in AVENGERS: AGE OF ULTRON (2015) alongside Samsung, Audi, Under Armour and Harley-Davidson. This is clearly the case with eyewear manufacturer Univo which we find to be the 2nd most visible Brand in SPECTRE (2015).
Univo, which also appeared in SKYFALL (2012), owes this exposure to it being the glasses Brand of choice for Ben Wishaw’s Q. Though its logo is never seen, Univo gets almost 5 and ½ minutes of screen time in SPECTRE (2015) up from 4 minutes in SKYFALL (2012). As the glasses are seen almost constantly when Ben Wishaw is on screen, this increased exposure can be attributed to Q playing a more significant role in SPECTRE (2015) than he did in SKYFALL (2012).
This high amount of exposure is not unusual for optical eyewear Brands. Ray Ban glasses got over 15 minutes of screen time in NEIGHBORS (2014) in which they were worn by Seth Rogen. Mykita got over 12 minutes of screen time in TRANSFORMERS: AGE OF EXTINCTION (2014) as did Kirk Originals in THE DARK KNIGHT (2008).
#1 Aston Martin
Since making its iconic debut in 1964’s GOLDFINGER, Aston Martin has gone on to appear in 11 subsequent JAMES BOND movies. Furthermore, after having been in the top 3 for all previous Daniel Craig BOND movies, Aston Martin is the most visible Brand in SPECTRE (2015).
The Aston Martin vehicles in SPECTRE (2015) are driven exclusively by Daniel Craig and the Brand is portrayed as both a modern sports car and a vintage symbol of sophistication. They receive almost 4 minutes of screen time and have their logo visible in 59% of it, more than any other Brand in this top 10.
Aston Martin gets 92% of its exposure from the DB10 which is driven by Daniel Craig in the 1st half of the movie. The DB10’s moment in the spotlight comes as it is driven in the action packed chase through the streets of Rome with the Jaguar C-X75 in pursuit. This sequence associates Aston Martin with speed, agility, stunts, technology and action.
Later on, the iconic 1964 Aston Martin DB5 makes its return, though it is shown in a much more peaceful manner than the modern DB10. The DB5, though still associated with speed, is shown being used simply for pleasurable driving in the company of one of James Bond’s conquest.
Aston Martin’s exposure in SPECTRE (2015) is higher than in any previous Daniel Craig BOND movie.
Furthermore, Aston Martin’s appearances in both SKYFALL (2012) and SPECTRE (2015) dwarf those in recent movies such as THE OTHER WOMAN (2014), FURIOUS 7 (2015) and SPY (2015).