Coveted Bond role played by Ford
BY SARAH A. WEBSTER
FREE PRESS BUSINESS WRITER
Photo by Global Auto Index
Super-spy James Bond is cruising along in the Bahamas early in "Casino Royale" on one of those big-screen drives that shows off the good looks of the new 007, English actor Daniel Craig, and his car -- a Ford sedan.
Wait ... that's not a stealthy Bondmobile.
How did Ford Motor Co. manage to get 007 behind the wheel of the Mondeo, a stylish but sensible model sold in Europe?
Throughout the remake of "Casino Royale," which premiered Nov. 16 and still was No. 4 at the box office last weekend, a variety of Ford Motor Co. vehicles -- Aston Martins, Jaguars and Land Rovers -- play supporting and extra roles. At one point, Bond wins a vintage Aston in a poker game.
It's the kind of role coveted by automakers.
Al Uzielli, senior adviser of Ford Global Brand Entertainment, said Toyota offered the Broccoli family, which owns the Bond franchise, a multimillion-dollar deal to put Bond behind the wheel of a Lexus.
"There were a lot of people vying for this new role," Uzielli said.
Toyota had tough competition. The Ford family has a more than four-decade-old relationship with the descendants of late Bond producer Albert (Cubby) Broccoli.
"There's a strong bond between these two brands and these two families," said Uzielli, who is also the great-great grandson of Henry Ford and the grandson of Henry Ford II.
In what is regarded as one of the earliest product placement deals, Cubby Broccoli negotiated with Henry Ford II for the Ford Mustang Convertible to be featured in the 1964 film "Goldfinger."
"There was a friendship" between the men, Uzielli said. And he said he believed his grandfather provided the Mustang as "more of a favor."
"Goldfinger" also was the first 007 film that featured Bond driving an Aston Martin, the DB5 -- sealing Aston as the Bondmobile of choice, long before Ford bought the ultra-luxury brand in 1987.
In all, Ford vehicles have now been featured in 17 Bond films, including "Casino Royale."
Henry Ford II even appeared as an extra in "Thunderball" in 1965.
Uzielli said it was exciting to help negotiate the latest deal to cast Ford vehicles in a 007 film, a process that started about three years ago. The automaker would not disclose financial aspects of the deal.
"It's nice because it was my grandfather who did the negotiation of the Mustang back in '64," Uzielli said.
Uzielli's favorite car scene in the new movie is when Bond races after his kidnapped girlfriend in an Aston Martin DBS, flying down a winding road. "The sound of the car just shot through your heart," he said.
Ford confirmed that a real Aston Martin DBS concept car was crashed during the filming of the movie.
While there are no tools accurate enough to measure the value of casting Ford vehicles in a movie, such as a high-profile Bond flick, Uzielli said the connection usually sticks in the minds of millions of consumers. Ford of Europe also is using a clip from the film in TV commercials for the Mondeo, and the movie is copromoted on the Ford Europe Web site --
Ford :: Mondeo :: Introduction.
"I don't think you can do much better than the Bond brand," Uzielli said.
Ford-related vehicles in 007 films
Ford purchased Aston Martin in 1987, Jaguar in 1989 and Land Rover in 2000.
"Dr. No" (1962)
Siebert/Ford funeral coach (1936-37), black, villains' car
Ford Zephyr (1961), black, Bond is passenger
"From Russia With Love" (1963)
Country Sedan station wagon (1960), white, Bond is passenger
"Goldfinger" (1964)
Aston Martin DB5, silver birch, Bond drives
Fairlane Country Squire Wagon, red and wood, villains' car
Mustang Convertible, white/red interior, Bond is passenger
Thunderbird, white, friends' car
Lincoln Continental Sedan 4D, black, villains' car
Ranchero Deluxe (1964), light blue, villains' car
Ford military pickup (late '30s), military green, Bond is passenger
Lincoln Continental convertible, black, Bond is passenger
"Thunderball" (1965)
Aston Martin DB5, silver birch, Bond drives
Fairlane Skyliner (1957), black, villains' car
Mustang Convertible, light blue/darker blue, Bond is passenger
Lincoln Continental Convertible, light blue, Bond drives
Country Sedan station wagon (1965), light blue, villains' car
"Casino Royale" (1967)
Jaguar E Roadster, white, villains' car
"On Her Majesty's Secret Service" (1969)
Aston Martin DBS (new in 69), green, Bond drives
Mercury Cougar convertible, red, friends' car
"Diamonds Are Forever" (1971)
Mustang Mach1, red, Bond drives
Econoline Vanlight, green, villains' car
LTD Brougham sedan-style 35K, military green, villains' car
Torino 500 police cars, blue and white, pursuit
Thunderbird 2D Landau (1970), brown, villains' car
Galaxie 500 Custom series, black, friends' car
Aston Martin DBS, green, stationary in Q's workshop
"The Spy Who Loved Me" (1977)
Ford Taunus (Ford of Germany product), black, villains' car
"Octopussy" (1983)
Range Rover convertible, burgundy, Bond drives
"Never Say Never Again" (1983)
Ford Taunus (Ford of Germany product), black, villains' car
"A View To A Kill" (1985)
Ford LTD, gray, Bond drives
Bronco XLT 2 tone (1983-86), gray and black, friends' car
"The Living Daylights" (1987)
Land Rover (1987), military green, villains' car
Aston Martin Volante V8-convertible, gunmetal, Bond drives
Aston Martin Vantage V8-fastback, gunmetal, Bond drives
"License To Kill" (1989)
Lincoln Mark VII 2 tone, grey and wood, Bond drives
"Goldeneye" (1995)
Aston Martin DB5, silver birch, Bond drives
"Tomorrow Never Dies" (1997)
Aston Martin DB5, silver birch, Bond drives
Sierra (Ford of Germany and UK product), black, villains' car
Range Rover, black, villains' car
"Die Another Day" (2002)
Aston Martin V12 Vanquish, Bond drives
Jaguar XKR convertible, villains' car
Thunderbird convertible, coral, friends'
Sarah Webster
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