The campaign, which launches on Friday (28 August), will feature four 30-second TV ads, shown across TV channels including ITV, Channel 4, E4, Dave and Sky Sports. They have been planned around sport, film and entertainment programmes, which include the Champions League, EastEnders and The X Factor.
The TV push will be supported by outdoor ads and print display in gaming and entertainment titles such as Edge, Total Film and T3.
Creative is by TWBA/London and will introduce the strapline, "the game is just the start".
The ads are something of a departure for Sony, focusing on the console's interactive features beyond disc gaming. These include downloading content, recording live TV, online gaming and watching the BBC iPlayer.
Media planning across Europe will be handled by OMD, while in the UK it will be handled by MG OMD.
The marketing push will to help Sony compete with rivals Nintendo and Microsoft in the run-up to Christmas.
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