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 released the first cinema adaptation of an Ian Fleming novel, "Dr. No", featuring Sean Connery as 007. Connery starred in a further four films before leaving the role after "You Only Live Twice", which was taken up by George Lazenby for "On Her Majesty's Secret Service". Lazenby left the role after just one appearance and Connery was brought back for his last Eon-produced film "Diamonds Are Forever". In 1973 Roger Moore was appointed to the role of 007 for "Live and Let Die" and played Bond a further six times over twelve years before being replaced by Timothy Dalton for