Sony has started ramping up advertisements for their new console, and the latest would best be described as bizarre. The abstract advertisement shows a toy baby doll in a bare room with the Playstation 3 going though a gamut of emotions. Sony seems to be playing somewhat off the “2001” monolith-like look of the console, particularly when this is tied to the background sounds used in the commercial. This part of the campaign appears to be more tied to raising awareness rather than informing the customer.