Welcome | View My Profile | Sign Out
MediaPost Home About MediaPost Privacy/Terms Media Kit Sitemap
Publications Home News
Online Media Daily Media Daily News Marketing Daily Mobile Marketing Daily Search Marketing Daily
Daily Feed> Email Daily Feed> Video Daily Feed> Social
Online Blogs
Online Spin Email Insider Search Insider Behavioral Insider Online Publishing Insider Mobile Insider Video Insider Gaming Insider Performance Insider Metrics Insider Social Media Insider Just An Online Minute Daily Online Examiner Raw Blog
Media Blogs
Research Brief Diane Mermigas:On Media TV Watch TV Board Magazine Rack Media Creativity Notes From the Digital Frontier Digital Outsider Mad Blog Red White and Blog
Marketing Blogs
Engage:Hispanics Engage:Kids 6-11 Engage:Moms Engage:Boomers Engage:Gen Y Engage:Teens Marketing:Green Marketing:Sports
Magazines
OMMA Magazine Media Magazine
Subscribe
Feedback Loop RSS Feeds Archives Subscribe
Dec 2 Search Insider Summit (Utah) Dec 6 Email Insider Summit (Utah) Jan 11 OMMA Agency of the Year (NYC) Jan 12 MEDIA Agency of the Year (NYC) Jan 26 OMMA Social (San Francisco) Jan 27 OMMA Performance (SF) Feb 24 OMMA Metrics Measurement (NYC) Feb 25 OMMA Behavioral (NYC) Mar 15 OMMA Global (San Francisco) Apr 14 Search Insider Summit (FL) Apr 18 Email Insider Summit (FL)
Recently Concluded Events
Nov 3 OMMA Adnets (NYC) Oct 30 OMMA Video (LA) Oct 29 OMMA Mobile (LA) Oct 29 OMMA Mobile & Video (LA) Sep 23 Creative Media Awards (NYC) Sep 23 The Future Of Media (NYC) Sep 22 Online All Stars (NYC) Sep 21 OMMA Awards (NYC) Sep 21 MediaPost Live at Advertising Week All-Access (NYC) Sep 21 OMMA Global New York (NYC)
All MediaPost/OMMA Events Event Blogging Past Event Videos
Industry Events Calendar
2010 OMMA Agency of the Year 2010 MEDIA Agency of the Year
2009 Creative Media Awards 2009 OMMA Awards 2009 Digital Out-of-Home Awards 2009 Media Agency of the Year 2009 OMMA Agency of the Year
All Awards
Employment Situations Wanted Services Offered Post a Job
Briefs Reports Online
MediaPost Directories
Mobile Insiders Group
People Finder Edit My Profile View My Profile My Contacts My Calendar
HOME • MANAGE SUBSCRIPTIONS • MEDIA KIT
Commentary
Bond? James Bond?
by Tom Siebert, Wednesday, November 19, 2008, 5:01 AM

SHARE

TOOLS

RELATED ARTICLES
TAGS:  Commentary, Entertainment

MOST READ

What are we to make of this new James Bond? Or, more precisely, this guy who calls himself "James Bond"? He bears almost no resemblance to the charming, sophisticated (lady)killer we'd come to know in almost two dozen films covering the past near-half century, eschewing almost every element of his brand identity in what is either the most daring revisionist or desperately shallow move by a billion-dollar film franchise since ... well ... ever.

Whether daring or desperate, the apparent underlying motive was--as usual--profit. "Quantum of Solace," starring the rugged, appealing and convincing Daniel Craig in his second go as the sixth big-screen version of the British secret service agent, has been breaking box office records around the world--and just bull's-eyed the biggest U.S. opening weekend of any 007 picture, on pace for $70 million as I write this ambivalent consideration.

But what does it mean, if anything, when the biggest James Bond film in history doesn't look, act or feel like a James Bond film? Not only is it the shortest entry ever, it's got the shortest attention span, blazing by audiences in a relentless rage of rapid-fire ADD action scenes and minimal plot, with no time for gadgets (or Q to disperse them), Miss Moneypenny, outdoor sport or indoor gambling, a trace of wit or even the "Bond. James Bond" tagline. There's barely a beauty to bed, for crying out loud, and while 007 opens the movie driving (and demolishing) an Aston Martin, he ends it in a Ford.

Look, I'm no hater. Craig is terrific and the movie is good for what it is, and I'd happily sit through it again, but what it is isn't a James Bond movie. It's the latest amped-up adrenaline ride, highly derivative of other JBs in the post-9/11 espionage game, Jason Bourne and "24"'s Jack Bauer, and their redundant plots of pursuit, pursuit, pursuit, directed with the potentially seizure-inducing style of Michael Bay, in which no camera shot is held for more than three seconds and action sequences are cut so rapidly--like a machine gun crossed with a film splicer--that half the time you can't even tell what the hell is going on. Who's chasing/punching/knifing/shooting who? Maybe going frame-by-frame on the DVD you'll figure it out.

The film isn't dumbed-down, exactly. The plot nods in the direction of corporate corruption and ecological devastation, with the latest villain an international leader of the Green Movement who has diabolical ulterior motives. While the film feints that it's about oil, the script actually shows a canny understanding about what the next precious endangered resource will likely be (no spoilers here).

But all those five minutes of evildoers' exposition are just minor annoyances for the next chase, capture, escape, fight, kill. Pursuit, pursuit, pursuit. It's like every single element that first made Bond distinctive and later iconic--smart, handsome, clever, cultured, international, witty, seductive, comfortable in any situation--has been whittled away to a single core attribute: brutally efficient homicide machine. He's the Terminator in a tux. And while this cold-blooded assassin may be on his way to setting the global cinematic standard for such brutal work, in an admittedly exciting and modern motion picture, he's now just like everybody else. I don't find that daring or desperate. Just depressing.

2 people recommend this article. 

Leave a Comment

You must be signed in to comment. Sign In
TOM SIEBERT
  • Tom Siebert, a former film critic and MediaPost reporter, is VP, Director, Corporate Communications for Initiative. You can reach him at tom.siebert@us.initiative.com.


AUTHORS

ARCHIVES

Recent Marketing Daily Articles
'Up' Your Holiday Sales    
"Up" is an objective that can be achieved during this year's holiday period. While it won't...
Bob Dylan Sings To Marketers    
CMOs and brand managers must go beyond unconsciously assuming that people are but consumers, who are...
From Recession To Recovery, Re-Invention    
Here are some lessons learned that marketers and brands should take particular note of as they...
The Great At Doing Good    
Are the brands dedicated to health care and youth stronger than those dedicated to older adults...
Reintroduce The Consumer Into The Mix    
e need to stop the insane pursuit of all data on what consumers did and shift...
Broadcast Radio Remains Dominant    
The study arrives at a critical juncture for the advertising community. Many have been clamoring for...
Understand The True ROI Of Online Marketing    
How to address the over-attribution dilemma in digital media....
Want to Boost Marketing ROI?    
Talk to your fulfillment provider....
What Are Words For?    
We've both devalued our language and the meaning of the words we use. And become a...
Eschew The Paradigm Of Obfuscation    
As an industry, we need to ask ourselves if all this "marketing speak" helps address our...
>> Marketing Daily Archives 
ABOUT MEDIAPOST • MASTHEAD • MEDIA KIT • RSS FEEDS • PRIVACY/TERMS & CONDITIONS
©2009 MediaPost Communications. All rights reserved.
1140 Broadway, 4th Floor, New York, NY 10001
tel. 212-204-2000, fax 212-204-2038, feedback@mediapost.com