With the next Bond film only a few months away, Sony has unveiled its latest 'Made For Bond' media campaign, and it features none other than the Sony Cyber-shot RX100 IV.

In what is possibly its biggest role to date, the Sony Cyber-shot RX100 IV features in a new TV advertisement highlighting Sony’s ‘Made for Bond’ gadgets. The advert is set on London’s South Bank, and the RX100 IV is being used by Moneypenny, played by Naomie Harris, in a daring mission to try and get back 007’s smartphone, which happens to be a Sony Xperia Z5.

Although the  majority of the campaign film was shot on Sony’s F65 professional 4K cinema camera, the RX100 IV’s slow-motion mode can be clearly seen while Moneypenny is tracking the suitcase containing Bond’s phone. Of course, the Z5 doesn’t miss out, and it has its own starring role later in the commercial when it is used to take a photo of the bad guys in a low-light scene.

‘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,’ said Kazuo Hirai, president and CEO, Sony Corporation, about the new advert.

The commercial was directed by Danny Kleinman, the man behind many of the legendary Bond title sequences. The campaign officially launches with the TV commercial, which will first air in the UK on 1 October.

SPECTRE, the next Bond film, will be released in the UK on 26 October and in the US on 6 November.

  • pincherio

    There’s something wrong when a photographer has the EVF up yet still uses the rear screen to compose.