Remembering Roger Moore's history as the suave and silly marksman of advertising

Actor Sir Roger Moore, has died at the age of 89, leaving behind a legacy as arguably the definitive James Bond, and inarguably, the definitive British gentleman.

The Englishman, having held a leading role in seven iconic James Bond films through the seventies and eighties after Sean Connery’s formative stint, devoted much of his time to Unicef as a goodwill ambassador in his twilight years. He broke into the industry after starring roles in TV dramas the Saint and The Persuaders.

The family of the star confirmed a "short but brave battle" with cancer was Moore’s undoing. And while many outlets will be looking at Moore's life and how he injected humour into the 007 franchise, now is as good a time as any to look back at how he lent his charisma to the world of advertising, some predictably tied in with Bond’s own tastes, others are less obvious.

Post Office

Back in 2009 when this ad came out, The Guardian famously wrote that the ad, created by Mother, was "desperately, heartwrenchingly sad" and gave people in Team Connery the higher ground.


This ad for Tesco, from Lowe, came out in 2009, and, again, showed that Moore is not above poking a little fun at his most iconic role.

Lark Cigarettes

In 1988, non-smoker Moore starred in an extravagant two minute Japanese cigarette ad, shot in Venice. In the biography, My Word Is My Bond,' Moore said: "I absolutely adore Venice and have returned many times since–once to shoot a commercial for Lark cigarettes for Japanese TV. As opposed as I am to smoking, I’m a bit of a ponce when it comes to earning a few quid–but I was never shown smoking a cigarette, if that mitigates me slightly?"

Toyota Corona

Big in Japan, Moore shot five ads for Toyota in the eighties. The final slot tied in with Octopussy.

The Dairy Council

The follow ad was shot during the shooting of Live and Let Die in 1973. Moore, a big advocate of a shaken and not stirred vodka martini on the big screen looked to encourage people to drink milk in his free time.

Similarly, he starred in another ad for the council coinciding with the launch of 1979's Moonraker.

Bank’s Bitter

Moore reportedly love the ale so much he flew out from Switzerland to shoot two ads in Dublin. He returned home with a few crates of the stuff back at the turn of the millennium.


Moore stood shoulder to shoulder with 2006 icons Claudia Schiffer, Ewan McGregor, Jemima Khan, Ralph Fiennes, Rio Ferdinand join David Beckham and Robbie Williams to raise awareness about aids. He served as a goodwill ambassador to the brand for well over two decases.


Based in Switzerland for much of his later life, it would be remiss to miss this ad he did for Swisscom.


Even his daughter Deborah Moore was getting in on the action due to her father's role as Bond.

And finally...

Here are a various slew of print ads he appeared in, predominantly as a young model in the pre-Bond era.