Spying on Bond: A complete case study (Part 1)

Perhaps even Nostradamus couldn’t have predicted this one. When Ian Fleming created the character of British spy agent James Bond, little did he know that his creation would go on to become an iconic, unmatched global brand. Forty years and 21 movies later, audiences still can’t seem to get enough of him. In the first of a two-part series, agencyfaqs! explores just what it is about Bond that makes him the irresistible enigma that he is today.

Flashback

Bond first set the silver screen ablaze in 1962’s ‘Dr. No’, with actor Sean Connery playing the lead (for a complete list of Bond movies, click here). A total of six actors – Sean Connery, George Lazenby, Roger Moore, Timothy Dalton, Pierce Brosnan and Daniel Craig – have played Bond so far, but Connery is undisputedly every critic’s favourite.

“As the first Bond, Connery lent his own rakish style to the character, something no other actor could match,” says Prahlad Kakar, ad filmmaker, Genesis Features. “But frankly, I think Bond’s character is bigger than all its actors put together.” In other words, the actors have to keep pace with Bond’s character as it grows bigger with every new movie.

The Bond movies were such a rage that they sparked off a series of spoofs over time. For instance, the ‘Austin Powers’ movies clearly spoofed several Bond flicks, including ‘Dr No’, ‘Goldfinger’, ‘Thunderball’ and ‘You Only Live Twice’.

Globally, the highest Bond grosser was the Brosnan starrer, ‘Die Another Day’, which, according to media reports, managed to earn over $450 million. The most recent Bond film, ‘Casino Royale’, featuring Daniel Craig has managed to mint Rs 35.60 crore at the box office so far in India, as per Sony Pictures’ estimates.

The ‘unshaken’ constants in a Bond flick

While storylines and settings may change, the skeleton of each Bond flick is largely the same. The gun-barrel graphic opening, John Barry’s jazzy theme music, Bond’s weakness for women and his sexual exploits, a car chase sequence, daredevil stunts and innovative gadgetry are all invariably givens in any Bond flick.

“Bond movies have an interesting mix of villains and henchmen, which I feel are the most indispensable elements,” says Kakar.

According to filmmaker Mahesh Bhatt, understated sensuality is what lies at the core of the Bond movies. Bond attracts women effortlessly (both vamps and heroines) with his looks and demeanour. This quality makes men want to emulate him. “That apart, Bond is all powerful, completely in control and capable of escaping out of frightening and life-threatening situations,” explains Bhatt.

When talking of the Bond constants, one simply cannot ignore the kind of gadgets and gizmos Bond plays around with. “Audiences look forward to what new innovation will materialise in Bond’s car, pen or even his watch,” says veteran filmmaker Rakesh Roshan of Filmkraft.

Interestingly, a number of innovative, technological advances have been attributed to the 007 phenomenon, such as the bulletproof vest and the disposable one-time use cameras marketed by the film manufacturers.

Decoding Bond

A game of cards or golf, Bond masters all. On gauging Bond’s psychology, one finds that he is a happy-go-lucky, witty fellow who doesn’t lose his sense of humour even in a highly tense situation. “Bond always keeps his cool and this quality allows him to outsmart anyone,” says Jagdeep Kapoor, managing director, Samsika Marketing Consultants. “Over their evolution phase, these elements have been fine-tuned and contemporised to move with the times. But, largely, the framework remains the same.”

However, trade analyst and editor of ‘Trade Guide’ Taran Adarsh says it boils down to one thing. “Nothing is similar in any Bond movie, which exactly is its USP,” he says. “The only common thread, if you ask me, is the fact that in every movie, Bond is on a mission to save the world from the baddies.” A traditional good triumphs over evil tale? Maybe so, but one that is executed with style and finesse.

The name’s Bond. Immortal Bond

“A Bond movie is like this heavy cocktail formula that intoxicates people,” explains Prahlad Kakar, rather metaphorically. “His movies not only have high production values, but also an unmatched aspirational value that leaves people panting for more.”

“Bond movies have created a ‘bond’ with viewers through skill, will and thrill,” declares Kapoor of Samsika. According to him, Bond has grown from being a commodity to reaching brand immortality. The signature tune, identity and positioning have distinctly helped in achieving this.

Francis Xavier, managing director, Francis Kanoi Marketing Planning, is off on a different tangent altogether when he says that parents as a segment have helped make Bond more relevant for generations to come. “Hypothetically, out of a hundred Bond-crazy parents, at least 20 have managed to pass on their affinity for the character to their children,” he muses. “This has played a huge role in ensuring that Bond stays alive in people’s minds, despite the passage of decades.”

The director in Roshan can’t help but attribute Bond’s success to the one who is behind the scenes. According to him, Bond’s appeal lies greatly in the hands of the director, who injects freshness in the storyline. But can a bad actor/director affect the Bond graph? “Not really,” Roshan asserts. “One or two bad movies do not spell the end for Bond. If a bad Bond movie surfaces, a good director can come along and make up for the lost brand equity.”

Completely disagreeing with Roshan, Komal Nahta, printer, publisher and editor of the weekly trade magazine, ‘Film Information’, emphasises that a bad filmmaker/actor can ruin a brand image, even Bond’s. “Ultimately,” he says, “while Bond’s character is important, the storyline ought to stand out.” After all, one can’t afford to be complacent with Bond’s hard-earned brand value. “Just because it is a Bond movie, doesn’t mean it has to work,” Nahta concludes.

In the second part of this series, watch out for the marketing and branding aspect of Brand Bond, what makes Bond score above other superheroes and a debate on whether India can ever create its own Bond.

(To be continued...)

© 2006 agencyfaqs!