Aston Martin has overtaken BMW as secret agent 007’s preferred set of wheels.
Affections as promiscuous as ever, James Bond has returned after some thirty years to his first love, Aston Martin, rejuvenated since its last affair thirty years ago with the geriatric Lothario of Britain’s secret service. Transformed into the sultry V12 Vanquish model, it is available to all comers with $228,000 burning a hole in their Savile Row-tailored pockets.
Ousting former sponsor BMW, Aston Martin – now owned by Ford Motor Company – will feature as the mandatory 007 glamormobile in the twentieth Bond epic, due for release by Metro-Goldwyn-Mayer in 2002.
Emulating BMW, which created the vogue for movie/auto tie-in promotions, Aston Martin is expected to support its costly product placement – value unstated – with a multi-million dollar promotional campaign.
News source: Advertising Age - Daily Deadline [27-Aug-01]