The PS2 spot, which features thousands of people scrambling to reach the top of a people mountain, also won the Animation and Home Entertainment Equipment categories. Gorgeous Enterprises also won in Automotive category for its Castrol "fluid motion" spot.
The winning creative team were TBWA\London, which created the PS2 ads, comprising creative director Trevor Beattie and copywriters Tony McTear and Paula Marcantio, and agency producer Kate Hitchings.
Other television and cinema awards picked up by the UK last night included MJZ London winning the Apparel category for its Nike spot, "the other game/Totti", featuring Ronaldo and Figo; and WCRS winning the Utilities category for The Number 118 118's, "just works" cog spoof execution.
@Radical.media shared honours in the Direction and Dialogue category with New York's BBDO for the Fed-Ex "remind me" spot. BBDO New York was the most successful ad agency, picking up a total of four awards this year.
The UK won in two radio categories. Metro Radio/Magic 1152 Creative Services won the Conceived and Produced by Station Award for its "chip pan fire" ad for Tyne & Wear Fire Services.
Glasgow-based Real Radio Scotland won the Special Adaptation of Music Award for its Scottish butchers' "The Butcher of Seville" ad.
The London International Awards were set up in 1985 to honour the world's most creative TV commercials, print ads, package design and radio commercials. Since its origin, the awards have been expanded to include design and interactive media and is now in its 19th successive year.
This year, the organisers received 14,716 entrants from 75 countries. Less than 1% of the total entries are awarded statues.
The awards ceremony was held at Sketch last night and the Design Media awards is being held tonight at the same venue.
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