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Sony is set to launch an 82m pan-European marketing campaign for the PlayStation 3, firing the first advertising salvo against rivals Nintendo Wii and Microsoft Xbox as consumers start to think about presents for Christmas 2009.

The TV element of the campaign, which has been developed by the TBWA agency, marks a departure from Sony's traditional tactic of often esoteric and dark commercials.

To quote: The new set of TV ads, the first of which launch in the UK tonight, focus on the simpler aim of describing the range of services available on the PS3. These include online gaming and Blu-ray movies, downloading TV and film content and being able to watch the BBC iPlayer.

"Two years after launch, PlayStation 3 is realising its full potential," said Alan Duncan, UK marketing director. "The console is moving beyond gaming and gaming is moving beyond discs."

Sony to Launch Huge European PlayStation 3 Marketing Campaign

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