Actors linked to the role of James Bond have signed sponsorship deals with brands associated with 007 as final auditions take place in London.
Casting director Nina Gold is whittling down a shortlist of candidates in the UK capital this month. Sources state that between five to seven actors remain in contention to replace Daniel Craig as the secret agent.
Top contenders for the iconic role include 36-year-old Callum Turner, known for starring in Master Of The Air, Aaron Taylor-Johnson of Marvel fame, Bridgerton actor Jonathan Bailey, and 36-year-old Jack Lowden from Slow Horses.
Industry experts suggest recent commercial sponsorship deals signed by several candidates offer vital clues about who will inherit the tuxedo. Turner, who married pop star Dua Lipa this summer, signed a deal to front Johnnie Walker whisky, the spy's preferred drink visible in his Jamaican villa in the 2021 film No Time To Die.
Commercial deals with 007 brands
Meanwhile, Taylor-Johnson recently became a global ambassador for Swiss watchmaker Omega, whose timepieces have featured in nine Bond films. Bailey has secured a promotional deal with Martini, the tipple 007 famously orders shaken, not stirred.
However, one Bond hopeful may have dented his chances. Lowden fronted an advertising campaign last summer for Mini Cooper, a car marque significantly removed from James Bond's trademark Aston Martin sports cars.
Expert view on branding strategy
Media expert Mark Borkowski told The Mail on Sunday: "What we’re seeing is a string of calculated PR moves. None of these brands have signed the actors by accident, they know they could be the future 007."
Borkowski explained that public interest in the next Bond creates massive speculation and heavy betting activity. "The question of who might be the next Bond creates massive speculation, and betting is always hot, but if you are a brand and you have managed to do a deal with a potential Bond, and that Bond gets chosen, it’s quids in," he said. "It’s a punt for companies but if they get it right, Christmas has come early."
He added that the deals benefit the actors directly during the audition phase. "As for the actors, they get visibility and are seen to fit the bill which entices directors towards them," Borkowski said. "Casting directors don’t have to picture them in the role anymore, it’s right there for them."
Production timeline and final shortlist
The next James Bond is expected to be confirmed by the end of the year. An official decision would allow Amazon MGM, which now controls the Bond franchise, to begin filming the next movie in 2027.
Confirming that the audition process is reaching an end, Bond producer Amy Pascal said: "I would say the end of the year is a good bet."
Casting director Gold is understood to have been meeting candidates since June. Other names in the mix for the role include Happy Valley star James Norton, Spider-Man actor Tom Holland, and The Gentlemen star Theo James.
