10. Skyfall - Heineken Beer
Life getting you down? Having to hide out on a random island somewhere after being shot by a supposed 'friend' and falling from a bridge some 40 feet to a presumed death? Has your confidence and ability been tried and tested leaving you with that empty feeling? Has the realisation sunk in that putting glasses on top of tiny little scorpions and shagging random islanders just doesn't do for you anymore, as you look out across into a blissful sunset with your top off? Has a massive explosion at your old work place wound you up into maybe coming out of retirement, but you are not sure you can still hack it? Then have yourself a beer - have a Heineken. 'Skyfall' trying to flog you products is an intense experience, but from watches all the way through to cars, advertisement and product placement in James Bond is nothing new. The issue here is how out of place it looks within a Bond film that is actually an incredibly good film. 'Skyfall' may be the archetypical example of excessive product placement, but it also serves as a stark reminder for why it can be integral for getting a film into flight. Before Mendes was on board as director - labelled an 'advisor' on the project before taking the helm - Skyfall had a bit of trouble getting off the ground thanks in part to the damp squib and huge confidence knock that came in the form of 'Quantum of Solace' (2008). The project was put on hold as MGM needed to generate the money to fund 007, eventually deciding how better to do this than to whore him out to advertisers again, resulting in the idea that he would be swapping Martini's for Heineken beer in a crazy 45 million pound deal. However, much like being shot in the face by a Walther PPK, Heineken were left red faced when Macallan whisky got a free endorsement from Jimmy B in a scene in which creepy Silva (Javier Bardem) claims that the '50 year old' drink was James' favourite. Heineken paid 45 million to end up looking a tad stupid only appearing in a few awkward scenes that look out of place, whereas Macallan Whiskey paid a big fat zero to look cool in one of the best scenes in the film; the glass balanced on the head of Severine in a tense reminder of an earlier scene regarding James shooting being off the mark - Money well spent guys. And while we are on the subject, have a pint James; those oddly small bottles just don't justify your masculinity.