New Sony TV ad featuring Daniel Craig as James Bond

Sony is tonight launching a TV ad campaign featuring Daniel Craig as James Bond to promote its high definition televisions in a tie-in with the upcoming Quantum of Solace film.

The TV ad, created by Fallon London, shows Craig standing strong against a bombardment of debris from a series of spectacular explosions.

Finishing on an extreme close-up of Craig's face, and in particular his trademark piercing blue eyes, the ad ends with the line: "Bond. In Sony high definition."

The footage was filmed exclusively for the advert and does not appear in the film.

The ad, which breaks tonight at 9.10pm on Channel 4, has been timed to heighten public interest in the launch of the latest Bond film on October 31.

The campaign will run on TV and cinema and print ads will run in-store where Sony products are sold.

"Sophistication, quality and international appeal make James Bond a perfect fit with the Sony brand," said Matt Coombe, the general manager of marketing for Sony UK.

As part of the film tie-up Sony is launching an official 007 Vaio laptop, called the Bond Z Series, in selected stores.