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'The World is in Play' kicks off $50 million Vita ad campaign


Sony plans to spend $50 million on its Vita advertising campaign... and from this "The World is in Play" commercial, most of that budget went toward the fantastic visuals.

Given the accents -- and the soccer -- this would appear to be a European ad. It also doesn't feature the #gamechanger Twitter hashtag, a cornerstone of the North American campaign.

In case you're wondering when the hardware is actually available, the first batches of Vita are available tomorrow, with the official product launch on February 22. Well, somebody had to tell you. Can't expect Sony to do all the heavy lifting.

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