Sony has unveiled an international ad campaign to launch its new portable gaming device Playstation Vita.
The campaign, created by 180 Amsterdam and directed by Cary Fukunaga, shows five gamers in everyday situations who are transported to epic landscapes through their Vitas.
Al Moseley, executive creative director at 180 Amsterdam, said: "Gaming is quickly moving from being an escapist activity to the way we live our lives. The line between the real world and game world is permanently blurring.
"You could say that the first generation of gamers were teenagers who hid in their bedroom, then the console moved to the living room and now with PlayStation Vita, a portable experience to match PS3 has moved onto the streets.
"This is no longer about leading a double life, but rather a life in which we can proudly game, wherever we are, and with anyone we want. The world really is in play."
Along with the TV spot, the campaign also includes cinema, print, OOH and digital activity.