Sony has begun to activate its James Bond partnership through a SPECTRE marketing campaign spearheaded by a 60-second, action-packed TV ad starring Moneypenny (Naomie Harris) and featuring several state-of-the-art Sony products including the Xperia Z5 phone and the RX100 IV Cyber-shot camera.
On her own personal mission, this short-form spot follows a chase across London’s South Bank as Moneypenny fights off villains to deliver Bond’s Xperia Z5 phone.
The campaign has been created with agency Adam & Eve DDB, with production by Rattling Stick and the media campaign is led by MediaCom.
As an added touch, most of the film itself was shot on Sony’s F65 professional 4K cinema camera – with footage interspersed with ‘slow motion’ surveillance seen via the screen of the RX100 IV camera, and photography shown on the screen of the Xperia Z5.
The ad, featuring so-called ‘Made for Bond’ Sony technology, is directed by Danny Kleinman (who has helmed several Bond title sequences).
The campaign has been teased across the brand’s social platforms and will launch on TV on 1 October.
The initiative also spans print, retail, digital and outdoor work
In a further Bond sub-partnership, the Xperia Z5 ‘Made for Bond’ edition (with exclusive themes and video content) will be available exclusively with Vodafone in the UK from 5 October.
SPECTRE will released in the UK on 26 October 26 and in the US on 6 November.
Like a Bond film itself, this mission-focused chase campaign packs a punch.
‘The campaign film truly captures the excitement of the chase, being on a mission and taking the viewer on the journey, all set against an iconic London backdrop,’ explains Kleinman.
‘Sony has been a proud partner of the iconic Bond films since Casino Royale,’ explains Sony Corporation CEO Kazuo Hirai.
‘While both the Xperia Z5 and RX100 IV are action-packed and full of features, they are also real, everyday-life gadgets. Whether being used by Moneypenny on undercover surveillance or a creative photographer who wants to take and share outstanding photography captured on social channels, they’re easy to use, pocketable and award-winning products for day-to-day and secret agent use alike.’
Sony Pictures Entertainment Website:
Adam & Eve DDB:
Albert R. Broccoli’s EON Productions Website:
Metro-Goldwyn-Mayer Studios Website: