09/06/2006 08:29:00 PM 
It looks as if Sony's ad agency TBWA is taking the high road with a series of short films that explain the new console's benefits.
The first film "Real Time" is no gamer eye candy fest, but instead a very clear, rational explanation of how the PS3 responds in a human-like way, with intelligence, in real-time.
It looks like something you might see on Discovery or TLC and appears to be targeted at an older user, not the stereotypical teen gamer.
It's clever because it uses a familiar narrative to suggest superiority and increased complexity.
In fact, the "Real-Time" film puts down other consoles, presumably including the Playstation 2, as being inferior because all their actions are pre-determined and pre-planned.
It's an unexpected and unusual approach and is clearly a precursor designed to lay the foundation for more spectacular advertising that will surely follow.
However, this is the UK and it remains to be seen how Sony and TBWA will approach the US launch.
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