PlayStation 'play face' by Wieden+Kennedy Tokyo

Created by Wieden & Kennedy Toyko the spots depict a cross section of 50 Japanese gamers all grimacing and wincing as they play.

The ads drive viewers to the playface.jp website, which will host a range of footage of these 'playfaces' captured by a mobile playface caravan that is touring Japan giving gaming enthusiasts a chance to roadtest the new console.