James Bond director Sam Mendes defends product placement in Skyfall

Sam Mendes arriving for the Royal World Premeire of Skyfall at the Royal Albert Hall, London. Photo credit: Ian West/PA Wire

Friday, October 26, 2012
8:30 AM

Sam Mendes has defended the use of product placement in ‘Skyfall’.

The James Bond director insists there was “no compromise” artistically in making the British spy film franchise because secret agent 007 is naturally attracted to alcohol, fast cars and flash watches.

Sam told the BBC: “The producers come to you at the beginning: ‘We have relationships with these six firms - is there anyone you don’t want to work with?

“’Any of these you can’t fit in the movie?’ And you say, ‘No I can’t do those two, these four would’ve been in the movie anyway. He would’ve been drinking in this scene, he would’ve worn a watch.’

“There was no compromise to the film at all using some product placement. If there had been - I wouldn’t have allowed it in.”

Fans have been critical of swapping Bond’s traditional “shaken, not stirred” Martini for Heineken beer, but Daniel Craig has backed the filmmaker’s point.

He branded it a “fact of life”, before adding: “I don’t know what all the fuss is about.”

Long-time sponsor Heineken hosted a star-studded VIP ‘Skyfall’ after party on Wednesday night (24.10.12) at London’s exclusive Cafe de Paris to celebrate 50 years of Bond.

Singer Gin Wigmore kicked off the entertainment and former James Bond ‘villain’ Goldie rocked the DJ decks before rapper Professor Green took to the stage for an explosive set.