In what must seem to many like one of the oddest product-placement deals for an action film, the British underwear company Sunspel, which uses a coat of arms as its insignia, has announced that it will provide Daniel Craig's boxer shorts in the upcoming James Bond film, Casino Royale. "This is a major deal for us so everyone is really excited. There's a lot of interest in the film so we know there's going to be a lot of interest in Sunspel," a Sunspel spokeswoman said in a news release. The questions naturally arise: how will anyone know what sort of underwear Craig will be wearing? And, even if he's shot inelegantly in his shorts, how will anyone be able to read the label? (This wouldn't be the first deal of its kind. In Back To The Future a female character deduces that the male lead's name must be Calvin Klein because "it's written all over your underwear.")