Ever since Moneypenny was reimagined as a former field agent in the shape of Naomie Harris, one might have wondered if she would see action again in the world of James Bond. Thanks to Sony in its new spot for its Xperia cellphone, she has, in a 60-second film that sees her retrieve the Z5 model in London on Bond’s behalf, showing that she’s not fully content sitting behind the desk outside M’s office.
Sony, whose products are often seen used by MI6 in the James Bond films–Sony’s own connection to MGM and Columbia Pictures, the studios through which the films are released, helps—has released its promotional tie-in to help fuel the buzz for Spectre, the 24th EON Productions James Bond film starring Daniel Craig, to be released on October 26 in the UK.
Filmed in South Bank, the spot also shows off the Sony RX100 IV camera, which captures super slow-motion footage.
Daniel Kleinman, who has created many of the James Bond titles as the successor to “gunbarrel” designer Maurice Binder, and whose own association with Bond dates back to 1989 when he designed the music video to the theme to Licence to Kill, directed the film, through Rattling Stick. In a release, Kleinman said, ‘The campaign film 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.’ Kleinman will design the titles for Spectre.
Harris noted, ‘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.’
Kazuo Hirai, President and CEO, Sony Corporation added, ‘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.’
The Sony Xperia Z5 will be available globally from October.