Blog: Petah MarianLive to buy another day

Petah Marian | 23 November 2010

Pierce Brosnan is starring in Spar Austria

Pierce Brosnan is starring in Spar Austria's latest campaign

Spar's local retail business in Austria has managed to get Pierce Brosnan to relive his James Bond character to promote its new premium private-label range.

Brosnan is to be featured in a TV campaign that, according to the retailer, shows him "as 007 going after exactly what he wants, with the help of the Premium products".

The range, which was unveiled yesterday (22 November) will be called Spar Premium, and will comprise some 80 products.

Like Bond, the packaging is "elegant and classy" and uses black and silver packaging "complete with attractive images of the product".

Premium is the retailer's fourth own-label range to be launched in the country within four years, which it said "demonstrates the fantastic success of own-label products for the food retail chain".

The move echoes that of Bill Murray's character in Lost in Translation, when, as a faded film star, he travels to Tokyo to star in a series of Japanese Whiskey ads. Who would have ever imagined that Bond would sink so low?


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