The Sony promotional campaign launched in September 2008 and rolled out worldwide throughout the fall, timed to coincide with the film release of 'Quantum of Solace' (2008). Elements included broadcast, digital, outdoor, print and retail ads promoting Sony's BRAVIA® LCD flat-panel televisions, Blu-ray Disc(TM) Players, Handycam® camcorders, Cyber-shot® digital still cameras and VAIO® computers.
This advert was made for broadcast on video, online, cinema, and television platforms.
Baillie Walsh, this television commercial's director, has also directed its star Daniel Craig in a feature film. This cinema movie was 'Flashbacks of a Fool' (2008) which premiered in the same year as both this Sony TV advert and the James Bond movie 'Quantum of Solace' (2008) starring Craig.
"Footage was produced especially for the advertisement and does not appear in the ['Quantum of Solace' (2008)] film" according to 'The Campaign Room' website.
Stuart Redsun, Sony Electronics' Corporate Marketing Senior Vice President at the time, said: "Sony's reputation for premium technology and great entertainment work well with Bond's legacy and innovation. The film ['Quantum of Solace' (2008)] 's anticipated arrival is a perfect opportunity to tell Sony's high-definition story to consumers in an interactive way."