James Bond to drink Heineken as it sponsors new Bond movie


 
I am not a fan of James Bond, probably because I don’t have an Aston Martin parked under my window, so I am jealous, but the news of the sponsorship by Heineken fell on me like a cold shower anyway. In short, Bond’s films are costly to produce (I’ve been on the set, and it was not a budget one) and costly to promote (even if it’s a historic brand which shouldn’t need introduction, should it?).
 
Last Sunday the Olivier Awards for theatre have seen many productions without the big stars winning. Yes, the star of the moment Benedict Cumberbatch won the prize he was nominated for, but if David Tennant and Catherine Tate on stage together won nothing in a nation who probably cares more about Doctor Who than the Royals, it means that there is a specific trend about supporting good products independently from the number of big names in it. Is that maybe what the Bond franchise is suffering from? I am not assuming there is no worth in the film besides the big names. I haven’t seen any of the recent films, not even those with Pierce Brosnan (on whom I famously have a celebrity crush), so I cannot say if the films are good or bad. I can say I love Aston Martins, and the idea of this charming English spy in tuxedo and glass of Vodka Martini, “shaken, not stirred.”
 
It saddens me to have to read the truth about the need for money, which will make Bond drink Heineken (as Heineken will sponsor the film). Is it really worth it, I wonder?
 
James Bond is a character with a history (the Time Lord jokes here are too obvious -for those who don’t watch Doctor Who, a Time Lord regenerates in different bodies instead of dying and one of them is portrayed by Timothy Dalton, who was one of the 007 faces as well), and it is probably a part of the pop culture of a nation if not the whole world. You may have not seen any of the films, but you will catch the references. “My name is Bond, James Bond” is like “May the Force be with you” or “Houston; we have a problem” (which is that actually the quote is not that!). It is as if Chanel and Gucci and Louis Vuitton changed their logos, and Loubutin suddenly turned the soles green. What if Queen Elizabeth stopped wearing her pastel suits with hats and started to wear jeans? Don’t mention the age, Iris Apfel does it, and she was born in 1921. She is a Queen; she has an image to portray that defines her country.
 
James Bond, the most famous British spy, defines the country as well. And he defines it wearing a tuxedo, dealing with beautiful women, driving the most beautiful car ever invented, looking gorgeous and drinking Vodka Martini. It is not contemplated that he drinks Heineken because the production needs money. Actually, it saddens me. Cut down the special effects and bring back the cocktail glass.