Products are Bond costars

It 'seems to be quite a good approach to advertising,' Duke professor says

James Bond, the king of cool, sultan of sultry women, was spotted last weekend in a Ford.

He found his way with a Sony Ericsson phone.

The latest installment of the Bond franchise, "Quantum of Solace," is more than entertainment. It's a promotional tool for a number of brands -- Virgin Atlantic Airlines and Heineken beer among them -- angling to get the attention of customers in a cluttered marketplace.

For battered companies such as Ford and Sony Ericsson, a Bond boost would be useful.

Domestic automakers such as Ford are seeking government aid as they contend with slumping sales brought about, in part, by an image problem. Customers perceive their products as inferior to rivals such as Toyota. Having Bond in a Ford could give the brand a bit more cachet.

Likewise, Sony Ericsson wants its role in the movie to stoke consumer demand.

The mobile-phone company, which has its North American headquarters in Research Triangle Park, is struggling amid rising competition in the weakened economy. In September, it laid off 400 local workers as part of global restructuring intended to revamp its operations.

Bond, played by actor Daniel Craig, uses one of the company's models to video conference with officials in London and to navigate with GPS technology. The company has been part of the Bond franchise for about 10 years, said Karen Morris, vice president of marketing for Sony Ericsson North America.

Products included in previous films have always had a sales spike, she said. "James Bond being into such high-end gadgets fits well with our brand."

Product placement in movies isn't new. The 1982 movie "E.T." gave star status to Reese's Pieces candy.

It "seems to be quite a good approach to advertising," said Dan Ariely, a professor of behavioral economics at Duke University who wrote "Predictably Irrational," a book about the forces that shape people's decisions.

Consumers let their guards down when watching movies and marketing messages more easily seep through. And when a product is used in a context that's believable, it's easier to remember, he added.

The James Bond series is particularly enticing to companies because the movies have broad appeal. Quantum of Solace is the No. 1 movie in the nation, grossing $70.4 million last weekend.

Sony Ericsson didn't have to pay to be included in "Quantum of Solace," Morris said, but it helped promote the film -- which Sony, a partner in Sony Ericsson, co-produced with MGM Studios.