Although product placement has long existed in James Bond movies, from automobile partnerships to Bond’s watches and even the British Airways billboard in Moonraker, its commercial footprint has become far more noticeable in the modern era. Some examples feel natural and even enhance the world, like the Perrier water truck destruction in GoldenEye or Bond downing Smirnoff shots in Tomorrow Never Dies, while others, such as the Sony-fication of Craig’s Bond movies, pull me right out of the story.

The ever expanding list of branded appearances also raises interesting questions about the logistics and economics behind making a Bond movie. Like how do those agreements influence production? Will Denis Villeneuve be expected to frame a strategically placed Coke can, or is there enough creative flexibility to keep those obligations from dictating his shots? Product placements also make inflated production budgets less “amazing” to me, since advertising partnerships can significantly offset the final cost and are rarely revealed.

There’s a balance in not going overboard with advertisements, obviously, and I doubt Martin Campbell considered Daniel Craig’s Ford Mondeo rental car sequence one of Casino Royale‘s creative high points.