New Holland, a brand leader in the construction equipment business and part of the Fiat Group, last week made its screen debut in the latest James Bond movie, “Casino Royale.” The New Holland W190 wheel loader gave the performance of its life. Daniel Craig, the new James Bond, is actually driving the new B series built in the Lecce (Italy) plant; it was recently launched globally. In a spectacular and breathtaking environment typical of Bond, New Holland’s “good giant” is seen at its best in the most extreme and adventurous conditions. In the opening scene of the film, various other New Holland products created a realistic construction site. Crawler excavators, backhoe loaders and skid steer loaders also played an active role in a hot and dusty set of a hotel construction site in Madagascar. Based on Ian Fleming’s novel published in 1953, the latest series of the 007 saga is the 21st film produced by EON, 44 years after the first edition of the James Bond serial. It is also a debut for British actor Daniel Craig in the role of the legendary secret agent. Directed by Martin Campbell and with Judi Dench and Giancarlo Giannini as other main characters, this latest blockbuster represents a good balance of the novel’s realism and the Bond film’s extravaganza approach. New Holland is involved in the construction equipment business with the support of more than 700 dealers and 1,600 outlets in 100 countries.