Sony Kicks Off PS Vita Marketing Campaign With First ‘The World Is In Play’ Ad

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With the PS Vita’s official release just a week away (and some consumers even getting their pre-orders early), many were wondering where the advertising for Sony’s new handheld was. Sony responded yesterday by saying that ads are on the way, and that it is spending a whopping $50 million on a marketing push that will feature ads during popular television shows, radio ads, and a Twitter campaign that will use the hashtag “#gamechanger.”

Well, today Sony kicked off that massive marketing campaign with the first PS Vita ad. Titled “The World Is In Play,” the ad follows a bunch of seemingly normal people to places where you wouldn’t normally be able to play video games unless you has some sort of portable gaming system.

“But wait a minute, the PS Vita is a portable device and it plays games to boot,” you’re probably thinking to yourself, and that’s entirely the point. In an instant, these average civilians turn into boxers, soccer stars, treasure hunters, and soldiers on the beaches of Normandy. In other words, the PS Vita has arrived.

I’m normally a fan of Sony’s ads, and I have to say that this one does not disappoint. Sure, it’s a bit tacky, but most of Sony’s ads usually associate a sense of grandeur and pride with being a gamer, and this ad is no exception. Of course, that’s no substitute for the always great Kevin Butler, who will hopefully be making an appearance in these PS Vita ads soon.

Go ahead and watch the ad below, then head to comments section to tell us what you thought of it. Does Sony’s first ad make you want to drop what you’re doing and go out to pre-order a PS Vita? Do you think it’s wise for Sony to be spending $50 million on PS Vita marketing?