James Bond is to feature in a global campaign for Ericsson
Telecommunications aimed at promoting its mobile phone as the ultimate
cool, hi-tech gadget.
Ericsson’s mobile phone has a prominent role as a life-saving device in
the forthcoming Christmas Bond film, Tomorrow Never Dies. Movie clips of
Pierce Brosnan as James Bond will feature in all Ericsson’s TV, press,
posters, sales promotions and direct marketing activity.
The ’code breaker’ campaign, through Wunderman Cato Johnson and Young &
Rubicam Europe, breaks in the UK on 5 December.
The TV ad features James Bond working alongside Swedish intelligence to
create a futuristic mobile phone that also acts as a video camera, laser
and remote control. The strapline reads: ’Leave the action, danger and
suspense to the professionals in Tomorrow Never Dies.’
The TV ad was written by Andrew Watkinson and art directed by Chris
Rawlings at WCJ, and directed by Chris Hartwell through RSA Films.