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By John Glenday, Reporter

October 23, 2012 | 2 min read

Sony is set to debut its latest global product ad campaign this Friday in which Daniel Craig will reprise his most famous role to coincide with the latest film in the long running Bond franchise, Skyfall.

Intelligence Gathered will showcase a range of Sony’s hi-tech products, including the Xperia smartphone, Xperia tablet, VAIO laptops and Bravia TVs via both off and online advertising – many of which are incorporated in the film itself.

A wider narrative will tie these disparate gadgets together in which Craig infiltrates a hi-security compound whilst a mystery woman tracks his every move courtesy of the Sony kit.

The 60 and 30 second spots will debut across all channels this Friday and includes a prime-time spot on X-Factor. It will also run on cinema and social media.

Sony Europe’s head of marketing Gildas Pelliet said: “Bond is the smartest of the smart. He demands the best.”

“It's vital that he has the absolutely highest quality devices supporting, connecting and enabling action when he needs it most. Whether he's tracking a villain, calling M or checking his GPS to find the quickest route out of trouble, it's Bond and technology all working together, totally converged and connected.”

“Our latest suite of Sony’s products in the film and the TV advertising campaign are not only the perfect fit for both Bond and SKYFALL, but also the perfect way to show them in action.”

The campaign was created by the Portland, based advertising agency Wieden+Kennedy.