It's not a bad slogan- "The World is in Play." I would've gone for something more catchy like "Livin' la Vita Loca," but I imagine Sony would run into some licensing issues with that one. …still like mine better.
Anyway, what you see here is clearly a European ad (or at least, we're making that assumption) for Sony's new portable. Yesterday, Sony revealed that their slick new handled was the company's largest platform launch in regards to marketing. They're investing $50 million in pushing the Vita and obviously, some of that went to this commercial.
So what do you think? Of course, we're not actually seeing the Vita in action; hell, we're not really seeing it at all, but it's a very cool teaser. We figure most people upon viewing it would go, "okay, what's that for and where can I see it?" It's all about tickling that buying bone, you know?