Pierce Brosnan was offered the role of James Bond, but the publicity improved "Remington Steele"s ratings and it was renewed, requiring Brosnan to contractually return to the show, this caused Eon Productions to have to look elsewhere for the new 007. The producers instead hired Timothy Dalton for "The Living Daylights" (1987), and "Licence to Kill" (1989). While Brosnan was reluctant to discuss losing the Bond role, in part because Dalton was a friend, he appeared in Diet Coke commercials portraying what the "Los Angeles Times" described as "a dashing Bond-like character", and NBC advertised "Noble House" with Brosnan dressed in a
James Bond filmography eponymous hero of the new "Batman" film". Not all viewers were taken with Dalton. Jay Scott of "The Globe and Mail" was entirely dismissive. "The new Bond has been widely described in feature stories as a throwback to the Ian Fleming original (studying the Fleming novels, Dalton was pleased to discover that Bond was a human being, he says), and that may be true, if the Fleming original lacked charm, sex appeal and wit. Timothy Dalton's Bond is a serious bloke who swallows his words and approaches his job with responsibility and humanity, and eschews promiscuity – Dirtless Harry. You