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BMW had greater luck placing its Z3 roadster in 1995 Bond flick “Golden Eye.” While this was a tremendous commercial success, it alienated Bond purists and Bimmer-philes alike, who agreed that while Bond would have been happy to drive larger, more powerful M5 muscle car, he wouldn’t have stepped foot in dinky Z3.
However coveted such exposure on big screen there’s a fine line that separates credible from contrived and audiences are quick to make distinction. "When placement is gratuitous or clumsy neither product nor audiences nor moviemakers are served,” says Martin Peters, Media Relations Manager for Porsche. “Porsche is known as a high performance car but we don't seek out outlandish action stunts with Porsches flying through air. From our standpoint best placement shows our cars doing what they were built to do, in situations that flow naturally from plot and character."
Today, though Porsches are synonymous with power, speed, and sex appeal, marque has avoided being type cast. In "Mission Impossible II", it's hard to imagine Tom Cruse at wheel of anything less than a Boxster while racing through mountains of Spain . Likewise, though Reese Witherspoon may first appear ditzy in "Legally Blonde", she radiates future greatness when she arrives at Harvard Law School in a pink version of same model. In Disney's "The Kid", Bruce Willis' fastidious tastes are evident in his sprawling, ultra modern home and his sleek black Porsche 911. In "Hollow Man", we know ueber-tekkie Kevin Bacon is going to push envelope of scientific research by way he handles his 911 coupe.
However disparate characters, says Peters, each movie expresses a different aspect of Porsche experience. "You have to be true to your brand. You can't be all things to all people. It helps to have a director who understands cars.”
To say least, that pretty much describes director David Ellis, man behind some of movie-dom's most thrilling high speed scenes in such action epics as
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