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During what show did you see this ad?  On what channel and at what time?

It would be incredibly odd for Sony to start advertising any game this far before release, let alone Killzone 3.  It's something I've only seen done with Halo and Call of Duty.  I can't imagine Sony doing any such campaign, as much as I may think Killzone deserves it.

Edit:

And for those wondering, this is the ad:

It was shown duing the VGAs, but from what I heard it was only shown during the VGAs.