Someone at ad agency Fallon looks like they've read a Bond book or two. Following a spot on Setanta during the England match, Channel 4 screened a new Quantum of Solace themed ad for Sony's hi-def TV line-up last night. Associated press waffle suggests that Sony and Bond are both brands synonymous with sophistication, quality and international appeal. Blah, blah, blah. That's not quite what I got from the ad: Daniel Craig's Bond stands centre frame and is bombarded with gunshots, explosions and glass showers; barely flinching throughout. The light, mournful, ambient score reminding us that every Bond undertaking is meant to be a suicide mission. The ad seems to me of speak of psychotic stoicism in the face of annihilation. Quite apt given Sony's recent dwindling electronics fortunes. I'm sure the PS3 will outsell the Wii one day.
Anyway, Fallon have neatly captured a core appeal lacking throughout the Moore / Brosnan years: Fleming's Bond was never much of a sophisticate, instead he's more of a fair natured, but boorish thug. His strength lying mainly in a total reluctance to give up, despite (more often than not) lovingly described near catastrophic torture. James Bond is a bewildered puppy-dog punishment sponge! He possums and rope-a-dopes 'til he gets an opening, then it's all despairing lethal efficiency.
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