Ford of Europe is continuing what has now become a tradition – introducing a new car to movie goers by ‘product placement’ in a Bond film.
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This time it’s a redesigned Ka, the new small car developed and built jointly with Fiat, that gets a cameo role in the new movie ‘Quantum of Solace’.
“Ford’s cheeky new small car will make its screen debut alongside the film’s beautiful but feisty leading lady, Olga Kurylenko,” the automaker said on Friday.
“Kurylenko plays Camille, a woman with her own personal mission and who quickly becomes an unlikely ally for Bond.”
The ‘Quantum of Solace’ Ka’s metallic gold paint, exterior graphics and interior trim are all unique, created specially for the role.
The special car, er, Ka was created by Ford of Europe’s Design team, in collaboration with the movie’s Oscar-winning production designer, Dennis Gassner.
It continues Ford of Europe’s relationship with the James Bond films, following the debut appearanceof the latest Ford Mondeo, in the 2006 blockbuster, ‘Casino Royale’.
Ford has also ‘placed’ Aston Martin and Jaguar models in earlier Bond films – after displacing BMW’s 7-series and Z4 – in a much-acclaimed return to James Bond’s 1960s brand of choice – the iconic DB4 was driven by the hero in the early movies.
Ford has since sold Aston to a private consortium, and Jaguar to India’s Tata Motors, in both cases retaining a business relationship for the supply of engines and technology.
Product placement and marketing strategies
