The PlayStation 3 is going to invade many a living room, Sony is unleashing a wave of ad campaigns in Europe to highlight what the next-gen machine can do for us.
In the UK the corporate giant has sunk GBP 6 million, where they haven't run a major ad piece for over two years. The PS3 is "realising its full potential," and Sony want us to know it.
Usually a PlayStation ad occupies the weird and often dark, but they're not going for the usual oddball stuff this time - they're more intent on getting across Blu-ray functionality, and the other range of services now on offer, like downloadable movies and TV shows.
"Two years after launch, PlayStation 3 is realising its full potential," said Alan Duncan, UK marketing director, reports . "The console is moving beyond gaming and gaming is moving beyond discs."
SCEE wants to win this Christmas and they might have a shot at doing just that thanks to the price snips and the launch of the PS3 Slim.