When I think of cars from Bond films, the adjectives that most often come to mind are "sexy," "powerful" and "expensive." Even Ford's UK website describes the car as "cute."

Heineken beer will be making its fifth guest appearance in a Bond film, although it will be neither shaken nor stirred. Sony Ericsson will be making its third appearance with the release of a "limited edition Titanium Silver C902 Cyber-shot phone," although whether or not either the movie version or the real-life version will shoot bullets remains to be seen.

The film has wisely limited the product placement partners to "about seven" after 2002's Die Another Day was jokingly referred to as "Buy Another Day" for its excessive commercial tie-ins.

But beer? Phones? I already drive a cute hatchback; shouldn't James Bond be making me aspire to something I can't have?

I guess that's practicality and economics for you. According to the article, "these brands all have products placed in the film and each will shell out tens of millions of dollars as a promotional partner of the pic." That's a wad to hand out and make back, which means appealing to the masses. Bond's trademark Aston Martin may be for your eyes only, but the Ka and other merchandise will be for the rest of you.