Sony PlayStation is promoting its PlayStation Store as the place to find not just PS4 games, but music, movies and the rest in a new campaign featuring a mysterious storekeeper and his wares.

The ad, created by Venables Bell Partners and directed by Furlined's Henry Hobson, takes place in a treasure trove of a store that's hidden behind an unmarked door in a gloomy street. "What I sell ... is glorious pandemonium," pronounces the storekeeper as he walks the viewer around the atmospheric, magical emporium. There, we see mystical objects, hear curious noises and get glimpses of gamers' wares brought to life, with several video game Easter eggs hidden throughout for eagle-eyed viewers. The ad concludes with the line: "You won't believe what's in store."