The UK is currently under assault from a Grand Theft Auto IV ad promoting the title on Xbox 360. Microsoft is doing its best to own this launch in consumer's minds, or at least get people thinking GTA doesn't equal Sony anymore. Have no fear PlayStation army, the game is still releasing on the PS3 in spite of what this nasty advertisement tells the masses.
That being said, it certainly gets bonus points in our book for showing what the game actually looks like (unlike some ads). GTA IV releases April 29 ... yeah, 'cause you didn't know that already.