It is unfair to stereotype the British people as a staid, uptight bunch. But their new poster for James Bond’s next film adventure, Skyfall, seemingly plays into that impression. Last week, Sony released their one-sheet for American audiences, and the image was one of action: Daniel Craig, dressed in an un-tied tuxedo, sliding on his back while taking aim with his pistol. The shot itself conjured up the Bond music in an instant.
Bond is much more formal in the new poster for the Brits. He’s buttoned up. He cradles his gun like it’s nothing more than a drink, and Daniel Craig looks at the camera with a trace of mistrust. It’s classic Bond, a Bond you can set your watch to. In the background, London’s skyline and the Union Jack establish that 007 is protecting home.
Lest you think I’m dissing the Brits and their Skyfall poster, I can easily reverse course and say that Americans required an action image because they don’t truly appreciate the essence of Bond. (See, I can insult both sides of the Atlantic!)
Compare the shots below: