Tuesday, 8 August 2017

James Bond films referenced in latest VW commercial

The latest Volkswagen TV advert for the Golf GTE looks to two classic James Bond films for inspiration. The ‘Button’ advert, created by adam&eveDDB, promotes the vehicle’s hybrid technology, which allows drivers to combine electric and petrol engines at the push of a button. The advert features a series of archetypal movie villains with their fingers poised over big red button ready to wreak destruction. We then see the car – and its all-important button – in action before the advert ends with the tagline, ‘a more responsible use of power’.

Viewers are treated to a pantheon of villains. There’s sci-fi supervillain on a spaceship who presses the button to fire a laser that blows up a planet, which is an obvious nod to Star Wars. We also see a mad professor straight out of a 1930/40s’ black-and-white horror film, who presses the button to animate his own Frankenstein’s monster. Then there are villains from a 1970s’ blaxploitation-type film, a Lethal Weapon-style buddy cop film, and a Indiana Jones-like adventure. 

Naturally, the film series that defined many of the standard tropes or memes of the movie villain is not forgotten. A man strapped to a near-vertical table is looking at the wrong end of a large laser weapon. A woman in a military uniform is at the control panel and laughs maniacally as she presses the button to fire the laser.

What’s interesting is that the scene draws on two Bond films. The laser and the set clearly derives from Goldfinger (1964). There are shades of Ken Adam’s designs, as the set in the advert replicates the little office, complete with employees and a small set of steps, at the back of the laser room in Goldfinger, the golden-brown colour scheme, and the angular walls and metal supports. The laser weapons are also similar in design, albeit that one has green elements, the other blue.

 
The laser rooms in the VW ad (top) and Goldfinger

The villain is modelled on Rosa Klebb in From Russia With Love (1963). She wears a Russian-style military jacket with gold buttons, a light brown or khaki shirt and a brown tie similar to the uniform that Rosa Klebb, played by Lotte Lenya, wears in the Bond film. Their hair is different, but it’s sufficiently close to reinforce the link.
 
A Rosa Klebb-style villain in the VW ad (top) and Lotte Lenya as Rosa Klebb

VW’s ‘The Button’ ad is the latest in a long line of commercials that reference the James Bond films, despite the products having no connection to them. Back in the 1980s, PG Tips advertised its tea bags with the help of a chimpanzee spy called Bond, Brooke Bond. More recently, Sky Sports enlisted David Beckham to advertise its services in a Bond-style advert, and Jaguar evoked Spectre in its advert for the Jaguar XE. Coincidentally, the Sky and Jaguar campaigns, like that for VW, also focused on the villain, demonstrating that the Bond villain is every bit as enduring in popular culture as Bond himself, and is especially appealing to advert writers.

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