Sony has revealed details of its first ever dedicated PS3 Christmas TV campaign in Europe – which will concentrate on the high definition capabilities of the system.

Themed around the tagline ‘Entertainment like you’ve never seen it before’, 60 and 30-second ads will run on UK TV from December 1st. The creative is available to view online now.

Created by agency TBWA/London, the ad is dubbed 'The Entertainers'. Its development was overseen by award-winning director Noam Murro.

According to Sony: ‘The ad takes place in a theatre style scene with a host of flamboyant characters; A magician and his beautiful team of assistants are seen on a show-biz mission to turn a scruffy mongrel into a perfectly coiffed poodle, as a reference to how PS3’s high definition and Blu-ray disc capabilities make everything – from games and movies to photos – look and sound more beautiful and detailed than ever before.

'A funny acrobatic couple perform amazing seamless movements without wires, just like the PS3’s Sixaxis wireless motion-sensitive controller, which understands and translates body movements.

‘PS3’s constantly updated technology is brought to life through a robot that seamlessly turns into a human to illustrate how the console is a future proofed product, able to update and evolve over time, with software and product innovations to meet the changing entertainment demands of consumers.’

Marketing director of SCEUK Alan Duncan said: “The new campaign is designed to showcase the wealth of entertainment available on PS3 with creative that both entertains and informs in equal measure. The television ad represents a spectacular, whirlwind celebration of the different entertainment experiences that PS3 has to offer.

"A website and online campaign back up the broadcast creative and serve to showcase, in detail, the many features of the product. This in addition to the key software led advertising with a complimentary brand message should complete a compelling proposition to consumers this season.”

Creative director of TBWA\London Al Young added: “What I’m most pleased about is that the new PS3 work feels and looks like nothing you’ve seen before. The work represents a perfect visual storm of shiny latex, moustaches and a cast of characters that you aren’t going bump into in Tescos.”

The commercial will run in 17 territories in Europe and Australia.