The new James Bond film, SPECTRE (we’ll let them get away with capitals, SPECTRE as a criminal organisation has pedigree after all) debuts in the UK and US from October 26.
Rumours are that the franchise could move from Sony Pictures after this one so Sony is determined to get value out of it. This new campaign for the Xperia 25 smartphone shows Moneypenny, played by Naomie Harris, trying to deliver Bond’s new phone despite the attention of SPECTRE types. It was shot by Danny Kleinman on London’s South Bank using Sony high end kit.
Sony Corporation president and CEO Kazuo Hirai says: “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.”
Actress Harris (who carries this film) says: “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.”
So they’re all behind this one.
But it could hardly be done better. MAA creative scale: 8.