As a watch collector, one of my favourite lines in a recent film is the Daniel Craig Bond version of Casino Royale. On the train with Agent Vespa Lynd, he is asked by her if his watch is a Rolex, to which Bond replies: "no, Omega". Unsurprisingly, Omega Swiss Watch Company is well known for its Seamaster Bond Watch which has been one of its most successful watches ever.
I thought of this advertorial in Casino Royale, after seeing this evening, the highly enjoyable zany comedy Knight and Day, with Cameron Diaz and Tom Cruise. Although there is no overt mention of Rolex, throughout the film, Ms Diaz wears a Rolex Submariner Gents model, which is shown - somewhat ostentatiously - to be on her wrist at opportune moments. Mr Cruise's watch by contrast is more understated, and he is possibly wearing a Bremont watch - which is known to be one of his favourite brands. It is interesting that Rolex has chosen Ms Diaz as an 'Ambassador' for the brand and believes that she is best placed to promote a popular Gentleman's style Rolex. It marks - and cements - Rolex's move away from high tradition to populist culture.
But back to the original point of my article. Although I use two watch adverts in films as examples, as a regular movie-goer, it seems to me that there is more and more branding in films. Sex and the City One and Two seemed to be one long advertorial for fashion brands with some weak story lines thrown in - a bit like the old 1980s Nescafe soap adverts writ large. More and more films have ever increasing brand ads and the sequels often seem to be more about brand promotion than the movies themselves. I am not necessarily opposed to the changing nature of movies, but it would be nice to be told in advance whether we are seeing a film or a ninety minute plus advertorial - albeit an entertaining one.
by Robert Halfon - www.roberthalfon.blogspot.com
I thought of this advertorial in Casino Royale, after seeing this evening, the highly enjoyable zany comedy Knight and Day, with Cameron Diaz and Tom Cruise. Although there is no overt mention of Rolex, throughout the film, Ms Diaz wears a Rolex Submariner Gents model, which is shown - somewhat ostentatiously - to be on her wrist at opportune moments. Mr Cruise's watch by contrast is more understated, and he is possibly wearing a Bremont watch - which is known to be one of his favourite brands. It is interesting that Rolex has chosen Ms Diaz as an 'Ambassador' for the brand and believes that she is best placed to promote a popular Gentleman's style Rolex. It marks - and cements - Rolex's move away from high tradition to populist culture.
But back to the original point of my article. Although I use two watch adverts in films as examples, as a regular movie-goer, it seems to me that there is more and more branding in films. Sex and the City One and Two seemed to be one long advertorial for fashion brands with some weak story lines thrown in - a bit like the old 1980s Nescafe soap adverts writ large. More and more films have ever increasing brand ads and the sequels often seem to be more about brand promotion than the movies themselves. I am not necessarily opposed to the changing nature of movies, but it would be nice to be told in advance whether we are seeing a film or a ninety minute plus advertorial - albeit an entertaining one.
by Robert Halfon - www.roberthalfon.blogspot.com
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