The national press, outdoor and radio ads, which break this week, aim to capture the feeling of winning a major sporting competition by making ordinary people champions.
In "restaurant", a man holds a pizza aloft as if it is some kind of trophy, while in "runner" a man is seen breaking through a police cordon on a street as though he is racing across a finish line. Finally, in "supermarket", a man celebrates his win at the check-out by spraying a bottle everywhere.
The headline on all the ads reads: "Britain needs champions this summer. Fun any- one? PlayStation 2."
The ads were written and art directed by Chris Bovill and John Allison, with photography by Spiros Politis.
Media planning and buying was handled by Manning Gottlieb OMD.
The ads will run throughout the summer in lifestyle and gaming magazines, including FHM, Time Out, The Observer Sport Monthly, PSW and Games Master.
Alan Duncan, the UK marketing director at PlayStation, said: "Sport is always a hugely emotive topic during a British summer.
"All too often the huge expectation of the country ends in disappointment.
"This campaign emphasises that, even if our sporting heroes aren't up to the task, everyone can achieve sporting greatness on PlayStation 2."
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