Sony has created a TV ad to promote the launch of a new game on its PlayStation 2 console. The ad opens on a dirt track with a character called Gary cleaning bike. As he shines his bike, a God-like voice from the heavens begins talking to Gary, which starts a brief exchange of words between the two characters, after which God makes a girl out of Gary, changing his macho biking gear into a white dress with matching stilettos and beads. The ad, created by TBWA\Chiat\Day\LA, ends with the strapline: "Live in your world. Play in ours."