The Japanese company unveiled the overarching 'make.believe' tagline in September, but has so far used it only at the end of ads for its products.
Prior to that the company had treated its entertainment and electronics businesses as separate units with distinct marketing strategies.
The ad, which breaks this month, shows a boy taking a 'magical journey' through the Sony 'worlds' of products, music, film and games.
The execution features a Sony electronics lab, the movie 2012, PlayStation game MotorStorm Pacific Rift, and Sony-signed band Hey Monday.
The work, created by 180, will launch in the UK with 60-second and 90-second executions running in cinemas.
The activity will also span digital, TV, outdoor and print ads across Europe. It will launch in the US in January.
This week, Sony is also set to launch a six-month global branded-content partnership with online music community Last.fm.
A 'Fantasy Festival' campaign - a musical take on the fantasy football concept - will promote Sony's artists and music products, including headphones, MP3 players and in-car audio.
Last.fm's 37m listeners will be given a e1m budget to put together their fantasy festival line-up. They can invite friends to take part and use social networking sites such as Facebook to develop a buzz around their chosen acts.
The campaign uses the tagline 'No one knows sound better than us, no one knows music better than you.'
The campaign was created by Engine Group's Altogether Digital and media agency OMD.
The Last.fm tie-up supports Sony's 'Soundville' online ad campaign, created by Fallon.
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