While the console war remains an undecided battlefield, the lesser known battle of console advertising has now been settled and Sony are the winners. This has to be just the best damn ad for a game console I've ever seen in my life. Less Kevin Butler and more awesome like this in the Long Live Play campaign please. It's like some reverse Toy Story scenario for video game characters and their secret lives away from games, forced to spout one liners all the time and praise their controller. I've watched it three times all ready just trying to catch all the little references, and I might watch it one more time just now.