The eagerly-awaited Sony PlayStation Portable has finally arrived in Europe, heralded by a typically stunning ad from TBWA\London. The ad continues the brand's trend of using the four PlayStation icons at its core, with the symbols this time forming a CG-animated robot character that rampages around town, terrifying everyone in its way. The ad was directed with the joint talents of RSA's Alex Rutterford and Chris Cunningham, with Rutterford directing and Cunningham acting as 'creative consultant' after initially being brought in to direct. The duo had previously worked together on Cunningham's exquisite All is Full of Love video for Bjork. "The basic idea came from the fact that the agency wanted to promote the four PlayStation symbols," Rutterford told shots.net. "I took them and extruded them into weird shapes to create a character that was far more complex than the original basic shapes." The Mill provided post for the project, which took over three months. A Day in the Life is currently airing in Europe and will show in the UK from November. [shots.net]