James Bond director Sam Mendes defends product placement in Skyfall

08:30 26 October 2012

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

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

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.

Latest Stories from SNAP.PA

As a contestant on Strictly Come Dancing trying your best to scrape through to next week, that is NOT what you want to hear.

Read more

Provided of course, you exercise some careful creativity.

Read more

Promotions

AGA Living Subscription

Every issue of AGA Living magazine is packed full of celebrity AGA owner interviews, interior and design features, ideas to inspire your culinary imagination, mouth-watering recipes and inspirational shopping ideas.

Dojo gives you hand picked recommendations for events, places and activities in London

Tired of always hearing about some amazing event in London after its gone, missing out on the best activities? That’s where Dojo comes in.

Top Stories

Quizzes

Arsene Wenger and Jose Mourinho go head to head (Photo by Shaun Botterill/Getty Images)

Football managers are either deified or chastised, depending on results and they are some of the most famous faces in the country.

Read more
London is a scary place

This great city of ours is one of the most haunted places on the planet.

Read more
Roy Keane  (Photo by Dean Mouhtaropoulos/Getty Images)

Roy Keane denied the world of more glorious beard action this weekend by shaving his famous chin hair off, however football is still littered with some impressive beards.

Read more