Friday, July 24, 2015
Sexy Bond in a dumb poster
While I can't deny that having the sexy Daniel Craig staring penetratingly out of this poster at me with those radiant blue eyes is fairly arresting, I don't really see the point of this poster.
It's a picture of James Bond against a plain background. In other words, it doesn't say a thing about the movie and why it might be worth seeing.
Unless you like Daniel Craig's pecs and that suggestive bulge in his pants, that is.
I've taken a look back to other recent Bond posters, especially the Craig Bond posters, and it's not like they're models of plot specificity. But most of them at least have Bond placed in some kind of setting. Here, it's just like, "Hey Daniel! Have a minute? Come stand against this gray wall and look sexy."
It's almost like he's pursing his lips out at us in that joking, I'm-blowing-you-a-kiss gesture. You know, kind of like a gay man does to a straight man when he's trying to make an ironic assault on his heterosexual assumptions about himself. Or like Mike Myers might do before pawing at the camera and saying "Do I make you horny, baby?"
I think I'm on to something there. Is this poster just, like, totally for the women? And the gay men, of course. The gun in his hand for the heterosexual men. The gun in his pants for the women and gay men.
Yep, that's a lot of demographics you're covering right there.
I suppose the sexualization of Bond has been in full swing throughout the entire Craig tenure. Whereas the sexiness was somewhat incidental to previous Bonds -- especially Roger Moore once he hit his sixties -- it was in full force from when we first saw him emerging from the ocean in those close-cropped swim trunks back in Casino Royale. If I had had been wearing a necktie when watching Casino Royale, I would have been adjusting it with the international gesture for "Is it getting hot in here?" during that scene.
Well, it's not the most pernicious form of advertising you'll see this month, or probably even this week. But it is one of the most blatant. This is basically barely above a cologne ad. Take away that gun and that shoulder strap and this could be Daniel Craig hawking Eternity for Men.
But will it be effective?
Oh, almost absolutely. Just wait until Spectre once again becomes the highest grossing Bond movie of all time. Probably both by dollars and by number of ticket sales.
"And I'm too sexy for this poster, too sexy for this poster, the way I'm disco dancing!"
Something like that.