Sony To Launch Massive Bond Campaign

Sony Corporation unveiled a global marketing campaign featuring Daniel Craig as James Bond. The campaign, which takes the Bond persona beyond the big screen into another realm, was developed for Sony Corporation as an artistic and thematic extension of the upcoming Bond film, Quantum of Solace, which will be released in theaters worldwide by Sony Pictures this November. Designed to highlight Sony’s High Definition product capabilities, the campaign provides a global platform for consistent brand messaging, while allowing each region to customize elements based on local market preferences.

“Sophistication, quality and international appeal make James Bond a perfect fit with the Sony brand,” said Andrew House, Chief Marketing Officer, Sony Corporation. “This is the first time we have integrated our film and electronics marketing efforts at such a deep level, bringing together Sony’s leadership in high definition with one of the world’s most powerful movie franchises. Sony is unique in its ability to create a global marketing campaign that combines technological innovation with entertainment content in this way.”

The campaign will launch in September and will roll out worldwide throughout the fall, timed to coincide with the film’s release. Elements include broadcast, digital, outdoor, print and retail ads promoting Sony’s BRAVIA® LCD flat-panel televisions, Blu-ray Disc™ Players, Handycam® camcorders, Cyber-shot® digital still cameras and VAIO® computers.

Additionally, Sony Style® online stores in Europe will offer licensed 007 products including VAIO computers and Micro Vault® USB storage media. In North America, Sony will offer licensed 007 products including VAIO computers and Micro Vault media, with VAIO computers available only in Sony Style retail and direct online at

Daniel Craig reprises his role as Ian Fleming’s James Bond 007 in Quantum of Solace, the Metro-Goldwyn-Mayer Pictures/Columbia Pictures release of EON Productions’ 22nd adventure in the longest-running film franchise in motion picture history. The film is produced by Michael G. Wilson and Barbara Broccoli and directed by Marc Forster. The screenplay was written by Paul Haggis and Neal Purvis & Robert Wade.

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