Okay, so the 'everyone is taking tomorrow off' to play our new thing we're about to release angle is a bit lame — in fact Microsoft did it last week for the launch of the Xbox One — but it's all in the execution and I actually did laugh at parts of this promotional video made by PlayStation Australia to celebrate the launch of the PlayStation 4.
It has a fake news report, a fake Bob Katter, and a real Michael Ephraim. Bizarrely the best part might have been the real life Michael Ephraim.
I know, you're cynical. But as promotional videos dreamt up by public relations folks go, this is pretty good. It could have been worse. We could have had a sexy unboxing. With Michael Ephraim.