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http://blog.us.playstation.com/2011/09/08/uncharted-3-tv-spot-first-look/

Even for Gran Turismo 5 or SOE's supposedly Halo Killer Killzone 3, there weren't lots of ads pre-release.  Sony doesn't pump enough pre-release ads like xbox games i.e. Halo or Gears of War series.  And usually those sony TV ads are on Spike TV or during commercials of gametrailers, unseen by normal American viewers.

The Uncharted 3 ad blitz is starting in the 1st NFL game Saints-Packers tonite on primetime NBC.  Finally some advertisements on primetime network TV with more normal mainstream viewers.