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Ford Ka Drives Onto the Set of New 007 Flick

Aug 15, 2008

-By T.L. Stanley


bw/photos/stylus/36130-FordKa_Bond.jpg
Ford Motor keeps revving its engine in Hollywood, placing another one of its models in the upcoming spy thriller, Quantum of Solace. The auto marketer continues its overall deal with the James Bond franchise, having already landed screen time for the Mondeo luxury sedan, Volvos, Range Rovers and its previously owned nameplate, Aston Martin.

A tiny redesigned Ford Ka will have its coming-out in the film, driven by Ukranian actress and new Bond leading lady Olga Kurylenko. She plays a character named Camille, who becomes an unlikely ally for the superspy in the latest installment of the billion-dollar Sony Pictures/EON Productions franchise.

Bond, played for the second time by Daniel Craig, will continue to drive the Aston Martin DBS. The 007 character has not been particularly brand loyal over the life of the series—switching to a German-made BMW in Goldeneye—but he returned to the Aston Martin in 2006 blockbuster Casino Royale. A number of other Ford brands are expected to make appearances in Quantum of Solace.

The automaker, which sells the Ka in Europe and other markets outside the U.S., custom created a metallic gold model in collaboration with the film's Oscar-winning production designer Dennis Gassner. Ford of Europe will launch the special-edition Solace Ka for sale to consumers around the movie's Nov. 7 release.

The Ka pairs well with Camille because they're both "adventurous, individual and thoroughly modern," said Stephen Odell, Ford of Europe's chief operating officer. "We are delighted that the launch of the film coincides with the launch of such a significant new model."

Past tie-ins between big-budget feature films and car marketers, like the BMW/Goldeneye deal, have tended to be most successful when they center on a new model introduction.

Quantum of Solace is among the most anticipated fall premieres. Casino Royale, a gritty reboot for the property with new star Craig, raked in nearly $600 million worldwide. The 22nd movie in the series, which spans exotic world locales like Italy, Austria and South America, picks up where Casino Royale left off, with Bond betrayed and bent on revenge.


Ford Ka Drives Onto the Set of New 007 Flick

Aug 15, 2008

-By T.L. Stanley


bw/photos/stylus/36130-FordKa_Bond.jpg

Ford Motor keeps revving its engine in Hollywood, placing another one of its models in the upcoming spy thriller, Quantum of Solace. The auto marketer continues its overall deal with the James Bond franchise, having already landed screen time for the Mondeo luxury sedan, Volvos, Range Rovers and its previously owned nameplate, Aston Martin.

A tiny redesigned Ford Ka will have its coming-out in the film, driven by Ukranian actress and new Bond leading lady Olga Kurylenko. She plays a character named Camille, who becomes an unlikely ally for the superspy in the latest installment of the billion-dollar Sony Pictures/EON Productions franchise.

Bond, played for the second time by Daniel Craig, will continue to drive the Aston Martin DBS. The 007 character has not been particularly brand loyal over the life of the series—switching to a German-made BMW in Goldeneye—but he returned to the Aston Martin in 2006 blockbuster Casino Royale. A number of other Ford brands are expected to make appearances in Quantum of Solace.

The automaker, which sells the Ka in Europe and other markets outside the U.S., custom created a metallic gold model in collaboration with the film's Oscar-winning production designer Dennis Gassner. Ford of Europe will launch the special-edition Solace Ka for sale to consumers around the movie's Nov. 7 release.

The Ka pairs well with Camille because they're both "adventurous, individual and thoroughly modern," said Stephen Odell, Ford of Europe's chief operating officer. "We are delighted that the launch of the film coincides with the launch of such a significant new model."

Past tie-ins between big-budget feature films and car marketers, like the BMW/Goldeneye deal, have tended to be most successful when they center on a new model introduction.

Quantum of Solace is among the most anticipated fall premieres. Casino Royale, a gritty reboot for the property with new star Craig, raked in nearly $600 million worldwide. The 22nd movie in the series, which spans exotic world locales like Italy, Austria and South America, picks up where Casino Royale left off, with Bond betrayed and bent on revenge.
 


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