Don't get me wrong, Bond's a stud. Misogynistic cold hearted killer though he may be. But the shameless use of Ian Fleming's most lucrative character in Omega's advertising is a betrayal to his legacy. Considering that this particular advertisement is almost completely void of text an analysis of the imagery and product design will give insight to the assumptions made and selling point of the advertisers.
The Product being advertised: Explicitly - Men's Luxury Watches. Implicitly - Men's and Women's luxury watches.
The Audience: Men with disposable income or a need to appear as one with disposable income.
The adjacent advertisement shows two of the three special addition Omega Seamaster Casino Royale watches ranging from $2000 - $5000 + tax. The macro camera shot and angle present emphasis on the amount of detail and workmanship involved each timepiece's construction (which includes 10,007 parts). The trademark 007 symbol on the second hand and face are given particular distinction and the avid bondaholic will (evidently) appreciate the rifled gun bore of the blue faced watch used in the introduction of every single bond film. Omega's strategy has been for several years to use celebrity image coupled with their product in absence of textual advertisement in order to create this identity of class and presumption that their product (and those who wear them) speak for themselves and need no explanation as to their quality and desirability. In this particular incident of creating a Bond like image it's completely appropriate considering the calm and cool demeanor of Agent 007. Also, text would be counterproductive considering the type of publication that this ad would be placed, most likely The Robb Report where well over 50-60% of the pages are single ads for luxury accessories and pleasures. Considering this fact and the average reader of such publications it is my belief that Omega isn't really trying to sell this particular watch, otherwise why would it be a limited edition? Unless you're either 12 years old or a complete tool, you're not going to wear a watch with 007 written across the bottom of it. A cross examination of the demographic Omega is trying to reach would most likely reveal that there are not many pre-adolescent male readers or tasteless men (ok, maybe half of them are) who would have the income to shell out 5k on a wristwatch. Instead they are selling a brand, an image. By getting their foot in the door (or your brain), they've created a binding relationship between one of the all time best selling franchises in American cinema and themselves. When you see bond you'll think Omega. How you sell a $5000 watch with logos or ethos I have no idea, maybe if a portion of the proceeds went to children in Africa or something but that's a stretch in and of itself. No this is pure unadulterated pathos, a pathetic appeal to man's need to see himself as a bad-A, licensed-to-kill, promiscuous assassin drinking shaken vodka martinis and driving the lasted Aston Martin. The saddest thing of all is I think that they were financially successful in what they set out to accomplish. Viva Ego.
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