FYI 08.21.08

A Quantum of Product Placement (So Far)

Published on .

Most Popular
Ford Motor Co.'s European arm will advertise and promote the redone Ford Ka in November on the back of the small car's placement in the upcoming new James Bond flick "Quantum of Solace." Stephen Odell, Ford of Europe's CEO, said, "We are delighted that the launch of the film coincides with the launch of such a significant new model."

Bond: Ford Ka

Ford of Europe's design team created a special metallic gold-painted Ka for actress Olga Kurylenko in the movie, which was produced by EON Productions and will be distributed by Sony Pictures Entertainment. The film opens in the U.K. Oct. 31 and Nov. 7 in the U.S. and elsewhere.

Daniel Craig again stars as James Bond and drives an Aston Martin in the film. Ford sold most of that niche luxury brand for $956 million in spring 2007 to a Kuwaiti holding company and David Richards, the former chief of Benetton and British American Racing.

Separately, Activision will, for the first time, release its "Quantum of Solace" video game on the same day as the movie's in-theater release. Activision acquired the licensing rights for James Bond movie games in 2006 and holds them until 2014. -- Jean Halliday
In this article: