The Week: Advertising News - PS3 in European ad push

Sony is putting £82 million behind a pan-European ad campaign to promote the PlayStation 3, its first major activity since it launched the console in 2006.

The campaign, by TBWA\London, introduces the new strapline "The game is just the start", and promotes the console's non-gaming functions such as Blu-ray, live TV recording and access to on-demand television via the BBC iPlayer.