Microsoft's had its turn. Now Sony's released its expensive-looking PlayStation 4 TV ad.
The ad, below, takes us on a taxi ride through city streets that splice snazzy special effects with live action footage.
A raft of PS4 games are referenced in the ad, including Killzone Shadow Fall, Infamous: Second Son, DriveClub, The Order: 1886 and Knack. We also see nods to third-party brands, including Street Fighter, Assassin's Creed, Watch Dogs and more. There are even a few cameos from past PlayStation games. How many can you spot?
The TV ad is part of Sony's "For the Players" campaign. According to Sony Computer Entertainment Europe marketing director Isabelle Tomatis, the idea is the ad takes the player "on a journey through a world where play has been set free by PS4". or booted out of a taxi driven by someone cosplaying as Ryu.
PS4 launches tomorrow in the US and Friday, 29th November 2013 in Europe.