Sony launches the Xperia X with exclusive new Channel 4 ad campaign

3 June 2016

Sony and 4Sales today announced an exclusive new partnership that will see Channel 4 talent star in a new ad campaign for Sony’s latest smartphone, the Xperia X.

The first ad, starring comedian Paul Chowdhry, will premiere on Friday 3rd June during Gogglebox, with another two ads starring Channel 4 F1 presenter Steve Jones and The Inbetweeners’ James Buckley set to air the following week.

The partnership will see the ads, titled ‘What’s Your X’, air across Channel 4 as well as on All 4. Content agency The Outfit is responsible for the creative which showcases the intelligent camera on the Xperia X. Media agency MediaCom were brokered the deal.

The Xperia X boasts Sony’s fastest camera yet, going from standby to capture in less than 0.6 seconds. With new features such as object tracking and fast capture technology, it allows consumers to capture fleeting ‘X Moments’ in crystal clear quality.

Each ad will see the celebrities revealing one of their passions in life and capturing an ‘X moment’ using their Xperia X. For Steve Jones, a walk in the park with his dog Dexter provides the inspiration for his photo whilst James Buckley visits his local and captures the moment he meets up with some old mates. Paul Chowdhry keeps it in the family with his ad by snapping the moment he gets together with his parents for some home cooking.

Danny Peace, Agency Principal at Channel 4 said: “These brand new ads, fronted by a stellar line up of C4 talent, are the perfect way for Sony to launch their ‘What’s Your X’ campaign. It was a pleasure to work with Sony on this partnership and it’s great to see another big brand launching their new ad with a premier break during Gogglebox.”

Matt Beavis, Sony Mobile UK comments “Our 'What's Your X' campaign is all about people sharing those fleeting moments that are personal to them. These could be anything from your child scoring their first goal to a friend's reaction to a prank, to a pet doing something comical - the 'blink and you'll miss it' moments. Steve, Paul and James' moments are all perfect examples of what an 'X moment' is for them and will hopefully bring that to life for the Channel 4 audience."

The partnership was brokered by Dan Bixby, Deputy Agency Principal at Channel 4 and Sony’s global media agency, MediaCom.

 

 

Notes

 

Creative credits

Joint Managing Director: Niall Murdoch

Joint Managing Director: Charlie Read

Director: Leo McCrea

Director of Photography: Simon Rowles

Senior Creatives: John Paul Smith & Becky Maynard

Senior Producer: George Arton

Campaign Director: Susan O'Hanlon

About Sony Mobile Communications

Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Through its Xperia™ smartphone and tablet portfolio, as well as innovative SmartWear products, Sony Mobile Communications delivers the best of Sony technology, premium content and services, and easy connectivity to Sony’s world of networked entertainment experiences. For more information: www.sonymobile.com

About The Outfit

The Outfit is a content agency that specialises in entertainment-led marketing that people want to watch, share and talk about. We bring the worlds of brand building, advertising and entertainment together under one roof to create highly effective campaigns that work contextually, and blur the boundaries between programming and advertising. 

We’re also experts in navigating the broadcast space and managing the multiple stakeholder relationships required to deliver successful partnerships. From live ads, to campaigns that are contextual to channels, programming or platforms, to clever use of well know talent, and harnessing of technology including integration of social media feeds into TV advertising, to creating content for branded YouTube channels – we’re at the forefront of smart production solutions for brands.