PS3 Puts on a Show

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With TBWA having solicited Saliva's testosterone-fueled rocker "Ladies and Gentleman" for its eye-catching stateside spot featuring an anthropomorphic Playstation 3, the agency's London office is taking a vastly different approach for its European holiday promotion of Sony Computer Entertainment's gaming brand.

Flaunting PS3 as more an "entertainment supercomputer" than a mere gaming console, TBWA utilized Sony's slogan of "entertainment like you've never seen before" to create a carnival-esque 60-second spot (directed by Biscuit's Noam Murro) that's riddled with a cavalcade of eclectic, electric characters who are visual metaphors for the latest Playstation model's features.

There's a cabaret-ready magician, for instance, who morphs a mutt into a best-in-show-poodle, referring to the PS3's ability to enhance photos, games and movies via its HD/Blu-Ray implementation. Fetching fem-droid Tatyana (above) writhes and twirls to show how the PS3's technology updates itself with product and software innovations, and a high-flying acrobatic couple perform an effortless Cirque du Soleil-like waltz without the aid of wires, a nod to the console's SIXAXIS wireless motion-sensitive controller which understands and translates body movements.

The involving advert, which is also being dissected into 30-second spots highlighting individual pieces of the aforementioned performances, will be disseminated though the U.K. airwaves beginning December 1st. TBWA also plans to run the campaign in extended regions of Europe and Australia, with a web counterpart and other digital efforts forthcoming.

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