The multimedia campaign shows people using the Sony Cyber-Shot to take photos around the world.
Already launched in Greece and Russia, the ads will begin appearing on screens in pubs and clubs across the UK in September, before their TV debut at the end of October.
The 60-, 30- and 20-second cinema and TV spots capture people using cameras while playing football or dancing, and as they jump into a river or out of a train window. The endline reads: "Don't think. Shoot. You make it a Sony."
The commercials were written and art directed by Sam Heath and Frank Ginger and directed by Antoine Bardou-Jaquet, the director of Honda's "cog", through Partizan Midi Minuit.
Five poster and press executions continue the spontaneity theme. They show people hanging upside down to take photos, leaning out of a car roof, while the copy explains the specific technical features of the camera.
Michael Wall, a partner at Fallon, said: "This campaign celebrates the spontaneity that comes with using a Sony digital camera. Sony's heritage in digital imaging enables the brand to drive the shift from analogue to digital in this category."
The strategy is to highlight the benefits Sony digital cameras offer over traditional analogue photography.
The campaign, which will run until December, includes a direct element, along with an in-store presence and ambient activity. Media was planned and bought by OMD International.