Sony Tie-In Campaign
14th September 2015
Daniel Kleinman has directed Naomie Harris in a SPECTRE tie-in advertisement for Sony Electronics
By MI6 Staff
Ahead of the release of the highly anticipated motion picture SPECTRE, Sony has unveiled its `Made for Bond' advertising campaign, which stars Naomie Harris as Moneypenny. SPECTRE, from Albert R. Broccoli's EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, will be released in the UK on October 26 and in the US on November 6.
Packing a powerful punch, the short film follows a tense chase across London's South Bank as Moneypenny fights off mysterious villains to deliver Bond's Xperia Z5 phone. Using state-of-the-art tools, including an advanced compact RX100 IV Cyber-shot™ camera, she captures surveillance in super-slow motion.
The 60-second piece has been produced by the legendary British director Danny Kleinman. Created by ad agency adam&eveDDB with production company Rattling Stick, the majority of the campaign film was shot on Sony's F65 professional 4K cinema camera, interspersed with `slow motion' surveillance that can be seen through the screen of the RX100 IV camera, and photography shown on the screen of the Xperia Z5.
Kleinman says, "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."
Harris adds, "London provides the perfect setting for the campaign film. Ultimately, at the centre of Bond is Britishness, so it was really important that the ad was shot here. It is not your traditional commercial; it's an action-packed mini movie in itself."
Kazuo Hirai, President and CEO, Sony Corporation adds, "Sony has been a proud partner of the iconic Bond films since Casino Royale. 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."
The campaign officially launches with the TV commercial, which will first air in the UK on 1st October 2015 and will run until 8th November. The media campaign led by MediaCom also encompasses print, retail, digital and OOH.
With its compact size, the power of the premium RX100 IV camera - featuring the world's first *1 1.0 type stacked Exmor RS™ CMOS sensor, 40x super-slow-motion video capture at up to 960fps *2, and the ability to speedily read data 5x faster than previous models - makes it the perfect accessory for Moneypenny.
With the fastest autofocus in a leading smartphone*3 delivering a ground-breaking speed of just 0.03 seconds*4, a fingerprint sensor integrated within the iconic power button, and beautifully sleek waterproof*5 design, the Xperia Z5 is an advanced next-generation smartphone ideal for Bond. The Xperia Z5 was recently announced on the 2nd September 2015 and will be available globally from October 2015.
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