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.