Sony has launched a global advertising campaign entitled ‘Intelligence Gathered’ that celebrates Sony’s close partnership with the James Bond franchise.
It coincided with the release of Skyfall, the 23rd Bond film starring Daniel Craig and Dame Judith Dench, and directed by Sam Mendes.
The campaign features a selection of Sony’s connected products including the Xperia T smartphone, Xperia Tablet, VAIO laptops and BRAVIA TVs that can be seen on screen in Skyfall.
The storyline of the 60 and 30-second commercials see James Bond infiltrate a heavily guarded compound, efficiently dispatching adversaries as he advances toward the control room. Bond’s movements are followed by a mystery woman on BRAVIA screens, VAIO laptops, Xperia Tablets and the Xperia T smartphone – demonstrating the seamless communication capabilities of the devices as they gather and collate intelligence instantly.
The control room doors part, and in walks 007. He joins the mystery woman at a table asking, enigmatically: “Looking for someone?” proving only James Bond has the cunning to outsmart Sony’s technology.
The integrated campaign will run on TV as well as in cinema and in print, and it will be supported by on and offline activity on Sony websites, Facebook and Twitter and local retail activity.
Sony Europe’s head of marketing Gildas Pelliet commented: “Bond is the smartest of the smart. He demands the best. 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.”
For Sony, for whom 2011 proved very difficult, the campaign is a great opportunity to showcase its wireless Near Field Communication (NFC) technology that will allow users to transfer content – information, photos and music – between devices with one touch. The launch of the campaign, backing the iconic film, creates a perfect timing for retailers to introduce their customers to the smart products featured in the film.
