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Sony launches Xperia X ad campaign with Channel 4

Paul Withers
June 8, 2016

Adverts feature Paul Chowdhry, Steve Jones and James Buckley promote camera on the manufacturer’s latest flagship smartphone 

Sony has entered into an exclusive partnership with Channel 4 to launch an advertising campaign for its Xperia X smartphone.

The first of these, starring comedian Paul Chowdhry, premiered on June 3 during Gogglebox, with a further two adverts starring Channel 4 F1 presenter Steve Jones and The Inbetweeners star James Buckley airing this week.

These ads, titled ‘What’s Your X’, are being shown on Channel 4 and All 4. Sony Mobile said this will be a long-term partnership.

Each one sees these celebrities revealing one of their passions in life and capturing the ‘X’ moment using an Xperia X.

For Jones, a walk in the park with his dog Dexter provides the inspiration for this photo, whilst Buckley visits his local pub and captures the moment when he meets up with old friends. Chowdhry snaps the moment he meets his parents for some home cooking.

Sony Mobile head of PR, social media and sponsorships Matt Beavis said: “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.”

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