Perhaps no other movie franchise in filmmaking history has been able to evolve at a steady pace while staying attractive to advertisers by maintaining the attributes that made it a success in the first place quite as well as Bond (though a recently Disney-fied Star Wars is certainly going to give it a try). And perhaps that is why James Bond, although a bad boy himself, is one of the safest bets when comes the hour for advertisers to play their hand. That would explain the long and prosperous brand marriages the man has had.