Being the 23rd installment of the James Bond series, Skyfall entered into a brand that was established and possessed long standing relationships with other brands. It makes sense that the Bond series would be highly sought after for companies to have their products in; James Bond is sexy, intelligent, dangerous, mysterious, and seductive which immediately elevates any products seen in the film to the same level. Often marketing teams rely on sending the message that using their product will give you the type of life you are seeing to make the product more attractive. If I think that driving the same car as James Bond will make me mysterious, seductive, and just flat out cool then I’m more likely to want that car. The James Bond series has such a strong history of product placement that the official James Bond website actually has an entire section devoted to their partners.
Sony is also a partner of the 007 brand as is listed on the partners tab of the website. One Sony product featured throughout Skyfall is the Vaio laptop. This partnership is also a very productive and logical partnership. Again, Skyfall has enough ethos behind it that they don’t need that contribution from Vaio. However, Skyfall provided a lot of boost to the Vaio ethos that it probably really needed. Before looking into these product placements I didn’t even realize that Vaio was a Sony product. Vaio is still an relatively unknown brand since it restructured its efforts to focus on mobile devices in 2014. Skyfall has high enough ethos from the brand that the lack of ethos the Vaio has doesn’t damage Skyfalls ethos any but serves to build up Vaio quite a lot. As I mentioned with Heineken, Skyfall made a boat load of money off these types of partnerships so I consider these two partnerships especially quite effective, logical, and I think they really work to be mutually beneficial. Overall I think this is one of the best Bond movies they’ve made, but at times the product endorsements detract a little from the film simply because there are so many of them.