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Sony and TBWA/Chiat/Day/L.A. take a new direction with their work for the PSP, one that's simultaneously more animated and less colorful—in the literal sense. With the primitive and edgy pencil-drawing stylings of Hornet director Monkmus (a.k.a. Ken Wong), the new campaign will use eccentric animations as web films, spots and cinema ads, showing entertainment-obsessed fur balls who marvel over the wonders of portable diversion. Two of the characters actually are fur balls—those who wish to get technical will call them dust bunnies—who enjoy watching carpet, while two squirrels play nut and two rats listen to cheese. When they learn that their precious pastimes are portable, they are amazed. A droll announcer makes the PSP connection while showing the recognizable device in black and white, somehow making kooky cool.