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

Sony and 4Sales has 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 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.

Paul Chowdry comments “Family is hugely important to me, so my X Moments always come back to that.  Whether it’s a massive amount of food that mum calls “one portion” or my beard, which grows about five foot a day – the Xperia X lets me capture the moment, in perfect clarity.”

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.