And the Oscar for product placement goes to ...

It's time we recognize the unsung heroes -- the Sonys, the Fords, the Aston Martins -- who worked their hardest to worm their way into our hearts.

Published February 26, 2007 2:00PM (EST)

When asked about the miraculous amount of commercial props in "Casino Royale," new Bond Daniel Craig told the press, "The fact is, we couldn't afford to make the movie unless we had that product placement. It's there and we're very grateful that it's there because otherwise the film couldn't be what it is." He added: "If I think it's too much then I will push it out of the way, but I don't think it really infringes." What do you think? We loved "Casino Royale," but the relentless plugs -- for Gordon's gin, a certain watch-that's-not-Rolex, Richard Branson and Sony, Sony, Sony -- had us as slack-jawed as that amazing opening chase sequence.

By Kerry Lauerman

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