January 17, 2006 Aston Martin has announced that it will be renewing one of the most successful product placement deals in history – with legendary British secret agent James Bond, for the next 007 film, Casino Royale. The association with the marque began in 1964 with the films Thunderball and Goldfinger when Bond’s Aston Martin DB5 was fitted with such outlandish optional extras such as an ejector seat, machine guns behind the front indicators, retractable tyre slashers and revolving number plates and became the most famous automobile of the era. The success of the deal helped popularise the practice of product placement and contributed to a series of high profile automotive film associations with Bond driving such machines as a Lotus Esprit, BMW Z3, 750iL and Z8 and Aston Martin DB7 and V8 Vantage. The last Bond film, ‘Die Another Day’, featured Aston Martin’s flagship model, the V12 Vanquish. In true Bond tradition, full details of the car to be used in Casino Royale are being kept top secret but the company did confirm that it would be a new model called the Aston Martin DBS.
Daniel Craig, who will play James Bond in the film, which is due to be released in November 2006 by MGM/Sony, visited the Aston Martin headquarters in Gaydon, Warwickshire, last Friday to view the featured car. While there he met Chairman and Chief Executive Officer, Dr Ulrich Bez, and members of the workforce and also took the opportunity to take a short test drive.
Dr Ulrich Bez said: "It is great news that Bond will drive an Aston Martin again and we have built him something special to enable him to do his job in style."
The original Aston Martin DB5 which starred in the films Thunderball and Goldfinger, was recently sold at auction.
