It could be translated with infusing life into old, "memorable times". I actually think the whole heart transplant ad is very good, in terms of idea and design. It's not that good, actually disastrous if you think these ads could be posted in public places, where little children might see them...
According to Engadget ([Register or Login to view links]), Sony says this was a 'mock campaign' and not real:
This creative design did not involve and was never approved by Sony Computer Entertainment or Sony.
This "mock campaign" was developed by BBDO Chile staff and was submitted to various creative competitions/festivals without prior notification or approval from SCE/Sony, and it is not representative of the views or advertising policies of SCE/Sony.
BBDO Chile apologizes for using this creative concept without authorization or prior approval, and for its misrepresentation of the PlayStation brand and its values.
this woulda been nice if they did something nice with it, like a modern gamer giving a blood transplant to kratos or something like that, meaning we are giving life to these characters, this coulda been good, but i guess they did it in the wrong way. anyway cool idea, bad way to do it tho!