Just as it did with the last Spider-Man movie, Sony has released a movie tie-in commercial for the upcoming James Bond movie that showcases the Xperia TL, the official smartphone of Skyfall. Sony Classical has also announced that it will release the Skyfall soundtrack on Nov. 6th.
Sony joins Heineken, Walther, Coke Zero, Omega, Tom Ford and other brands tapping into Skyfall fever. As Anderson Cooper's recent 007 profile on 60 Minutes reported, "companies don't pay to be placed in a Bond film but agree to spend millions marketing the movies. Heineken, 007's beer of choice in Skyfall, is spending $75 million on a worldwide ad campaign."
The sure-to-be-blockbuster's most unexpected product placement so far?
Watch for a Cat 320D L hydraulic excavator in the movie's opening scene, as seen during production above. According to Caterpillar's press release:
Caterpillar prides itself on designing and building equipment to meet customers' needs. In this case, the customization involved something unique – putting the cab on the opposite side of the 320D L as requested by EON Productions, the James Bond production company. "The cab switch, required for the location of the shoot and interaction between characters, took several months of pre-planning," said Robert Woodley, Caterpillar Communications Manager for Europe, Africa, Middle East and the CIS.
"The biggest challenge involved changing the electronics and hydraulics to accommodate the cab on the other side of the machine. Ultimately, two 320D L excavators were produced in Caterpillar's Akashi, Japan, plant for SKYFALL. Cat dealers Finning UK and Borusan Makina were in on the action, too. Finning UK assisted the special effects (SFX) department in technical support and supply of parts for the excavators. At the site, Borusan Makina provided on-site expertise and services as well as equipment, such as generator sets, a skid steer loader and mini hydraulic excavator, for the shoot."