Sony unveils Bond themed smartphone ad campaign ahead of Spectre film release
Sony has unveiled an action-packed 'Spectre' ad campaign for its “made for Bond” phone featuring Miss Moneypenny actress Naomie Harris.
The 60 second "made for Bond" Xperia Z5 phone ad sees Naomie Harris reprise her Miss Moneypenny role in an action heavy ad by Adam & Eve/DDB.
The video shows Harris fleeing pursuers in Southbank, London to return Bond’s phone to him. It has been directed by renowned Bond title sequence designer Danny Kleinman through the production company he co-created in 2006.
Kleinman created the title sequences for five consecutive James Bond films, from GoldenEye in 1995 to Casino Royale in 2006. He returned to the fold in the last Bond film, Skyfall, which he also created the title sequence for.
During the chase with the film naturally shows off the phone’s features such as its 40x super-slow-motion video capture at up to 1000fps and the fastest smartphone autofocus which Moneypenny uses to capture surveillance in slow motion.
Discussing the campaign, Kleinman said the ad “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 described the ad as “not your traditional commercial; it’s an action-packed mini movie in itself."
She added that filming it in London “provides the perfect setting for the campaign film” as a result of the series’ British-centric history.
The campaign will run from 1 October until 8 November across TV, print, digital, retail and out of home. The planning and buying for the campaign has been handled by MediaCom.
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The two-fold campaign will promote Sony’s latest phone as well as the new film “Spectre” which is due for release in the UK on 26 October.
The current campaign may well be the last which Sony can use the Bond franchise for as its agreement with film-makers Metro Goldwyn-Mayer to co-finance and distribute the Bond series to cinemas is due to expire this year.