Evolution of a meme: Helm to 007 to Kingsman

The Year of the Spy (in the United States, anyway) shifts into another gear this month with the debut of Kingsman: The Secret Service.

The movie, directed by Matthew Vaughn, strives for a return of the escapist spy film in a century known mostly for the grim and gritty, first popularized by Jason Bourne and then by a rebooted James Bond franchise with Daniel Craig.

Kingsman’s emphasis on escapism even extends to the movie’s ad campaign, which involves a meme that’s been around for decades.

In the ads, members of the Kingsman’s cast, including star Colin Firth, are depicted striding toward a woman with prosthetic feet (a character in the film) who’s holding a drink and a rifle.

A poster for Kingsman: The Secret Service

A poster for Kingsman: The Secret Service

The image evokes the 1981 James Bond film For Your Eyes Only, in which Roger Moore’s Bond is standing before a swimsuit-wearing Melina, holding a crossbow.

FYEO U.S. Insert

But 007 wasn’t the first spy character to use such an image.

Fifteen years earlier, The Silencers — produced by Irving Allen, former partner of co-founding 007 producer Albert R. Broccoli — had an illustration of a woman in a similar pose. Matt Helm (Dean Martin) isn’t standing in front of her but his presence is noted regardless.

silencers ad

In any case, Kingsman already is out in Europe. The R-rated movies arrives in U.S. theaters on Feb. 13.

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