There are a few moments in the Bond films which even the most forgiving 007 fans can't recall without wincing. There's Pierce Brosnan's hang-gliding off a glacier in Die Another Day. There's Roger Moore's Tarzan impression in Octopussy.
And, up there with the worst of them, there's the Casino Royale scene in which Eva Green asks Daniel Craig if his watch is a Rolex. "Omega," he replies. "Beautiful," purrs Green. "Eurgghh," groans everyone in the cinema.
Product placement is integral to the Bond formula; all those less-than-subtle corporate logos pop up as regularly as dinner suits, megalomaniac villains, and women with double entendres instead of names.
But there are times when a Bond movie stops being a Bond movie and starts being an advert: Pierce Brosnan driving a tank through a perfectly framed Perrier lorry in Goldeneye is another shudder-worthy example.
Could it happen again in Spectre, the 24th official film in the series? As ever in the run-up to a Bond movie’s release, we’ve heard as much about its sponsors as its stars.
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