Aston Martin breaks recordsĪs proof, having won the confidence of “M”, later in the mission MI6 entrusted him with a new car: a latest-generation Aston Martin DBS. It can also be described as qualifying, as the Aston Martin inserted represents a primordial and fundamental attribute in the construction of James Bond’s identity and his coded universe. This product placement can be described as narrative, because it is in itself a major dramatic node and launches the plot. And by getting behind the wheel of the Aston Martin DB5, Daniel Craig takes a symbolic step toward his character.
In the viewer’s mind, he is not yet established as James Bond. The prologue scene reveals how the protagonist becomes a Double-0. Bond-Craig for the first time at the wheel of the Aston Martin DB5 in Casino Royale.
