Posted by Kim Nguyen on the PlayStation Blog:

"Hey everyone, I’m Kim Nguyen, Marketing Manager for PLAYSTATION 3. This is my first post and I’m happy to report that the PS3 brand campaign officially kicks off this week with our online campaign. The first of many banners will appear today and run through December. In a nutshell, the theme of this year’s campaign uses computer animation to model key PS3 iconography in a black onyx world. Phew, yeah, that’s a mouthful. Better yet, why don’t you see it for yourself. This link takes you to the “Blu-ray” banner and is just the beginning with lots more to come. Stay tuned…"

Here's the first ad. It's looking awesome so far!

They are really trying to ad Blu-ray.

Aye, definately does look interesting, despite the fact few people will stay around for the videos, but the animation portion is top notch.

Not sure about the tagline. Kinda sounds like "We're not actually High Defintion yet, we're just approaching it" rather than "We're above HD".

@makingmusic476

We will see. This Christmas will tell if Sony is going the right path.

Hmm, and here I thought they would with something along of this: don't believe a thing we say because we're going to change our minds pretty soon.

I'm sure they'll be praising the benefits of DVD and commenting on the publics general lack of support in HD in two months.

Yes: "Not just high definition. Higher definition."

That's like saying "Not just Bananas. Fruit."

It's totally redundant... But maybe it works for most people?

 Haha, I don't know what it was about the fruit and bananas tag line, but I was laughing out loud just now...my coworkers kinda gave me the WTF? look too, damn you!!

"...computer animation to model key PS3 iconography in a black onyx world."

That sounded really ridiculous until I actually watched the ad, and then it made sense. This looks like a cool ad campaign.

Just need to bring out commercials.