HMD Global, the parent company of Nokia phones, has announced an exciting partnership with the 25th James Bond film, No Time To Die. Nokia’s first-ever 5G smartphone will make its debut in the film as the official gadget of the new 00 agent, cementing the brand’s reputation as a provider of innovative and secure smartphones.
The partnership is part of HMD Global’s largest-ever global marketing campaign, with the tagline: “The Only Gadget You’ll Ever Need.”
Lashana Lynch as Agent Nomi in the Campaign
In the advertisement, we see 32-year-old British actress Lashana Lynch, playing Agent Nomi, who will feature prominently in the film as one of the new 00 agents. Directed by Amma Asante, a BAFTA Award-winning filmmaker, the campaign focuses on portraying Nomi as a strong, intelligent, and witty agent.
Asante explains, “I am always drawn to projects portraying women as strong and intellectual. The script was beautifully crafted to present Nomi as a kick-ass agent, unafraid to take on the bad guys, all the while maintaining her irreverent humour.”
Global Marketing Rollout and Launch Dates
The campaign features a minute-and-a-half commercial showcasing Nokia smartphones in action, filmed against the stunning London skyline, with iconic landmarks like St. Paul’s Cathedral and The Shard in view. The commercial will be part of a multiplatform rollout across cinemas, digital channels, social media, out-of-home (OOH) advertising, and retail stores.
The official international unveiling of Nokia’s 5G smartphone will take place on 8th March 2020, coinciding with International Women’s Day. The new phone will remain under wraps until 19th March, ahead of the film’s UK release on 12th November 2020.
Nokia’s Legacy in Film and Technology
In addition to the 5G device, movie-goers will spot several Nokia models throughout No Time To Die. Among them are the Nokia 7.2, which boasts a 48MP triple camera with ZEISS optics, and the nostalgic Nokia 3310, a fan-favourite classic. This collaboration reinforces Nokia’s focus on security, speed, and design—qualities fit for an MI6 agent.
Juho Sarvikas, Chief Product Officer at HMD Global, shared insights on the partnership: “Trust, security, and iconic design are the foundations of every Nokia phone. These values align perfectly with the themes of No Time To Die and with the character of Agent Nomi.”
Lashana Lynch Reflects on the Nostalgia of Nokia
Reflecting on her experience working with Nokia, Lashana Lynch recalled, “My first phone was a Nokia 3210 when I was about 10 years old. It felt like the smartphone of the 90s—customizing the buttons and playing Snake was mind-blowing back then! Seeing how Nokia has evolved over the years makes it even more exciting to play Nomi, who helps reveal a new smartphone.”
A Partnership with Cultural Impact
The decision to delay the film’s release to 12th November 2020 gives both the movie and HMD Global time to maximize their marketing momentum. Sarvikas adds, “Few cultural properties integrate technology into their stories like No Time To Die. This partnership highlights the innovation at the heart of both the film and Nokia smartphones, positioning our devices as the only gadgets anyone, even a 00 agent, would ever need.”
This campaign not only emphasizes Nokia’s commitment to innovation and security but also showcases its ability to evolve with modern trends—just like the James Bond franchise itself.
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