Suspense builds slowly in the video as sci-fi music pulses and the camera edges through a dark room filled with futuristic computers twinkling with light.
We're about to see a spaceship.
Wait, no - there, on a pedestal, beneath a shaft of light, is PlayStation 4. In its box.
A mysterious stranger wearing leather gloves opens the box and holds the contents up for us to see. "Network Voucher", "Quick Start Guide - English" - the suspense is building.
"USB cable" and then, crescendo, behold PlayStation 4 reflecting the shaft of light!
The entire contents are then laid before a man who you should know well by now: the ever jovial Shuhei Yoshida, president of Sony Worldwide Studios.
PlayStation 4 launches in the UK on 29th November.