We created a global campaign to showcase Sony’s leadership in high definition.We bought together Sony electronics with Sony Pictures to celebrate one of the world’s most powerful movie franchises, James Bond.The idea delivered a unique Bond experience by exposing him in more detail than ever before.The TV ad showed Daniel Craig standing strong against a bombardment of debris from a series of spectacular explosions.

Finishing on an extreme close-up of Craig's face, the ad ends with the line: "Bond. In Sony high definition."The campaign ran on TV, cinema, print and in-store.