Bieber Wins Big at MTV Europe Music Awards; James Bond:  Behind the Brand
SESAY (voice-over): The pop star, Justin Bieber, was a bit winner at the 2015 MTV Europe Music Awards in Milan, as you just saw. He had girls screaming as he performed his latest hit, "What Do You Mean?" He also took home five awards, including Best Male, Best Look -- not sure what that is but Best Look and Best Worldwide Act North America. Taylor Swift was a no-show but won Best Song for her hit, "Bad Blood." An '80s band, Duran Duran, won the very first Video Visionary Award. It honors pioneers who've made a big impact on the music video</s>VIDEO CLIP, "SPECTRE") SESAY: And the world's most famous spy is seen as a style icon right around the world, one that many brands are hoping to cash in on. Isa Soares takes a look at how --</s>SESAY: -- 007 adapted to times and tastes of audiences over the film's 43-year history.</s>ISA SOARES, CNN CORRESPONDENT (voice-over): Blink and you'll miss it: 7-Up, Seko (ph), British Airways among the first product placements to feature in a Bond movie, launching a trend that turned into a lucrative relationship between Bond and brands. sort of a Talk to us a bit about what brands get out of the franchise and what does the franchise get out of the big brand?</s>UNIDENTIFIED MALE: When a brand ties in with James Bond what they tie in with a property that will have global reach, and it's also an identity and a personality that kind of says a lot about the brand. And what, what the production get out of it is brands who are willing to promote their association with James Bond on a global scale.</s>SOARES (voice-over): There have been many. Take "Die Another Day;" the 2002 movie alone features as many as 20 brand partners, from champagne to cars to watches. They all have stood the test of time. Others, though, have faced criticism for diluting the traditional sophisticated Bond image. Many 007 fans feel shaken and not stirred after Bond's move to drinking Heineken in "Skyfall." If you are a Bond fan, well, do not despair. Bond is reportedly returning to his drink of choice, a martini, in "Spectre," this after Belvedere Vodka, owned by LVMH, signed a partnership deal for undisclosed sum. In the upcoming movie, Belvedere is among 14 official brand partners, all vying for the attention of mostly savvy male Millennials, who don't mind seeing products on the big screen.</s>PROF. JAMES CHAPMAN, UNIVERSITY OF LEICESTER: I think if the product placement is too obvious or too excessive then people can take against it. It is seen as a sort of crass commercialism and distracting from the narrative. But many say in a subtle way or maybe in a rather ironic way, incorporated in the film in a way that we associate with James Bond I think audiences appreciate it.</s>SOARES (voice-over): With each incarnation, the enigmatic spy has evolved with the times and so have the products he uses, mirroring the changing tastes of his fans. While the secretive deals between 007 and advertisers are worthy of an MI-6 operation, it is no secret that this is a priceless partnership for both -- Isa Soares, CNN, London.</s>SESAY: Bond, can't wait to see the new one. Halloween is less than a week away. And celebrations are already taking place around the world. In Kawasaki, Japan, more than 100,000 people turned out to watch the annual Halloween parade. A "Star Wars" theme parade preceded the main one. Participants dressed as various characters from the films. And a brass band played songs from the movies. It looks like it was a fun time. Well, thank you for watching CNN NEWSROOM live from L.A. I'm Isha Sesay. "WORLD SPORT" is up next. And I'll be right back after that in 15 minutes with another hour of the latest news from all around the world. You are watching CNN.