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.

Ive seen it before some videos on gametrailers, and I've seen killzone banners pop up on various videos around the web. But Ive only seen it televised on the VGAs.

They had a good advertising campaign for Killzone 2 in the US so I'd assume they will do the same for Killzone 3.  I think the Killzone 2 add with the bullet slowly flying through the level was a little better than this one though.

I think Sony's trying to blow up the Killzone 3 franchise (blow up in a good way). If there already advertising now how much are they going to do in January and February? 

I mean FPS is the 7th gen.