PSP ads continue to entertain and perplex

I love quirky foreign commercials as much as the next guy, but this one is semi-disturbing. Most commercials try to make you believe that using the advertised product will make you famous or rich or attractive or all of the above. Bucking that feel-good product association, Sony goes against the grain and shows a PSP owner going through an involuntary and violent metamorphisis into F1 racing legend Fernando Alonso. Creepy. And what's with the PS2 logo at the end?