As Xbox has branched out to own more and more of the living room media experience, the one time leader Playstation had fallen behind in sales.
We took Xbox's success broadening their audience and turned it into a strength for Playstation. Let Xbox do a little bit of everything, PlayStation will stay true to gaming and be the platform for true gaming greatness.
The launch spot was just the start. Online, the film acted as an interactive gateway to exclusive content and a hub for other elements of the launch.