And if the new face of Bond has to convince by outdoing himself in his role (and in the economic revenues it should generate), his car seems to be in symbiosis, because it too breaks records: the Aston Martin DBS rolls over seven times at 120 km/h, the world record for the greatest number of rolls (according to the Guinness Book). Aston Martin breaks recordsĪs proof, having won the confidence of “M”, later in the mission MI6 entrusted him with a new car: a latest-generation Aston Martin DBS. It can also be described as qualifying, as the Aston Martin inserted represents a primordial and fundamental attribute in the construction of James Bond’s identity and his coded universe. This product placement can be described as narrative, because it is in itself a major dramatic node and launches the plot. And by getting behind the wheel of the Aston Martin DB5, Daniel Craig takes a symbolic step toward his character. In the viewer’s mind, he is not yet established as James Bond. The prologue scene reveals how the protagonist becomes a Double-0.

Bond-Craig for the first time at the wheel of the Aston Martin DB5 in Casino Royale.

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