Originating as a TV concept, the black box in a white room, suggesting secret, super high tech, is "a pure, simple and unfettered space where we invite the audience to play witness to the strange and mysterious effect the PlayStation 3 has on anything that is placed near it," say TBWA/Chiat/Day creatives Doug Mukai and Brett Craig. So be careful with your fruit, OK? "It's a metaphor for the brilliant experiences you'll have once you plug in your PS3 and let its unreal world take hold of your reality." Screen shots, in any medium, just wouldn't do justice to the "Play Beyond" concept, they believe.

In the PDF is a series of consecutive-page print ads as well as outdoor versions of the same, and of particular note is the mural, designed by art director David Hays, which features what ACD Nick Davidge calls "a code language, which we call Plastic. We created this language for hardcore gamers, who we knew would take the effort to discover and decode it. Plastic was derived from the very DNA of the PlayStation by taking the four controller symbols