Skyfall, the 50th anniversary of the franchise, sounds like a tribute to the saga: the film echoes the past while wiping the slate clean. It wasn’t until Skyfall that the head of MI6’s “Q” section, who supplied 007 with his famous gadgets, returned. From rupture to return to traditionĪlthough Bond-Craig drives an Aston Martin, the staging of the product breaks with that of the previous films: the car is just a car, and for once it is not accompanied by innovative gadgets. No Time to Die features four Aston Martin models: the DB5, the Aston Martin V8 (similar to the one in the 1987 film The Living Daylights), the DBS Supperleggera (driven by the new female agent 00 Nomi) and the mid-engined Valhalla. The four Aston Martin models in the film Dying Can Wait (scheduled for release in April 2021). The agent has bonded forever with Aston Martin and continues his association, not to say partnership, in subsequent opuses. Bond-Craig begins his revenge at the wheel of this powerful model in a chase that showcases the car’s performance. The DBS also features in the opening sequence of Quantum of Solace. Like the armour of a modern-day knight, the car is inseparable from 007. The car was crushed, but managed to protect the agent, who emerged from this impressive stunt unscathed. And if the new face of Bond has to convince by outdoing himself in his role (and in the economic revenues it should generate), his car seems to be in symbiosis, because it too breaks records: the Aston Martin DBS rolls over seven times at 120 km/h, the world record for the greatest number of rolls (according to the Guinness Book).

Aston Martin breaks recordsĪs proof, having won the confidence of “M”, later in the mission MI6 entrusted him with a new car: a latest-generation Aston Martin DBS. It can also be described as qualifying, as the Aston Martin inserted represents a primordial and fundamental attribute in the construction of James Bond’s identity and his coded universe. This product placement can be described as narrative, because it is in itself a major dramatic node and launches the plot. And by getting behind the wheel of the Aston Martin DB5, Daniel Craig takes a symbolic step toward his character. In the viewer’s mind, he is not yet established as James Bond. The prologue scene reveals how the protagonist becomes a Double-0. Bond-Craig for the first time at the wheel of the Aston Martin DB5 in Casino Royale.

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