Content from the ages: The many bonds of James Bond

When James Bond courted Ursula Andress in Dr. No (1962), Jamaica Tourism was a mammoth gainer. Each time the suave 007 ordered a Vodka Martini, shaken not stirred, brands and bars across the world had to multiply their stocks.

James Bond always orders Vodka Martini in his films

 

The Aston Martin earned its reputation as his favoured vehicle; subsequently other car makers paid millions for this stature. Walther PPK was perhaps the only brand whose iconicity stayed restricted, being a pistol after all.

James Bond along with his Aston Martin car

 

A treasure trove of ‘classical’ content marketing, James Bond movies have influenced consumption choices for millions of customers over seven decades. The seamless integration of brands with the persona and the narrative happened initially as a spontaneous exercise, only later becoming a deliberate strategy. In each case, they rode effortlessly on the charisma of the hero, whose actions often became rituals emulated by stylish men across the globe. The credibility and appeal of the context allowing brands the leeway to capitalise intelligently, with such scintillating stimuli deriving the response was usually easy.

The sector to gain the most was tourism, his usually-exotic field of play becoming the hunting ground for travellers. After Dr. No in 1962, the West Indies benefited again in 1973 with ‘Live and let die’, full of mysterious cults and rituals.

Live and Let Die shot in West Indies

Indians cannot forget Octopussy, also including Kabir Bedi and Vijay Amritraj, when the Lake Palace Hotel in Udaipur gained international visibility.

Kabir Bedi in James Bond movie shot in Lake Palace Hotel in Udaipur

You Only Live Twice was shot extensively in Japan, exposing its natural wonders, while in Quantum of Solace the roofs of Sienna were integrated prominently in the chase. In fact, Mexico City launched the annual Day of the Dead Parade, inspired by scenes from the movie Spectre, shot in its backdrop. In Diamonds Are Forever, the canals of Amsterdam were depicted charmingly while Venice has been his muse on more occasions than one. Official data in all cases clearly witnessing a spike in visitor arrivals post the success of the Bond movie.

You Only Live Twice movie banner

Quantum of Solace chase scene

I have already mentioned his preferred beverage and its popularity was strongly connected to James Bond, an Englishman demonstrating his love for vodka over whisky. The rituals of consumption were copied by suave men globally as were his ways of wooing the lady, nowadays a lot less textbook than before. Ever composed and elegant, even under the face of enemy assault, his impeccable formal dressing has remained true to his English pedigree. Not just Savile Row, tailoring establishments across the world were urged to replicate his sartorial styling and choice of accessories.

Quite logically, his heroines also became style icons of much stature – the selection of the Bond Lady still a matter of much interrogation and speculation. Honey Rider, Pussy Galore, Plenty O’Toole, Solitaire, Holy Goodhead, May Day and their many peers – roles aspired by the finest of Hollywood over the decades. In turn provoking brands to create fashion in tune with these influences. A similar task performed by the Bond villains, Ernst Stavro Blofeld and his many understudies, who inspired bad guy personas in cinema across the world.

Then, the Bond signature tunes that served as the multi-sensorial appetiser for the action to follow, becoming stand-alone successes in their own right – Shirley Bassey, Duran Duran, Nancy Sinatra, Adele and Tom Jones among the many creators. The popularity of the numbers certainly influenced by their presence in the movie and not just a stand-alone music video. Q, the gadget man, who inspired a love for technology toys much before the video game was invented and Mrs Moneypenny, the aspirational secretary for every corporate honcho.

So, what makes the James Bond series a timeless benchmark for content marketing? Firstly, the ability to ‘define’ and not just ‘replicate’ popular culture -- thus creating an original and inspiring foundation for emulation. The ability to be genuinely inclusive, its humour-laced globetrotting espionage guaranteed to attract every kind of movie-watcher. A remarkable detailing in characterisation, permitting each key person to enjoy a shelf-life way beyond the movie – even for the fringe players. Then certainly the ability to constantly entertain with a guaranteed happy ending – the serious stories laced with disarming levity. An outcome of all being an endearing aura – that lures you to its many charms and refuses to let you leave.

Brands ‘in association’ have benefitted as much as the James Bond brand itself by the thoughtful evolution of the franchise. An inspiration for content marketing since 1962, it continues to be contemporary yet timeless. A remarkable feat indeed, for the Royal Navy Reserve Commander codenamed 007.