"Look at all these people, having fun with their PS4s," the ad seems to say. "Sure would be nice to get some of that action, huh?"
While I'm sure Sony Japan's intention wasn't to torture people — even the caption reads "The world will be united with play," which shows their heart was in the right place — still... you're a Japanese company. You've released your console outside of Japan first. This isn't a very nice thing to show your Japanese fans. Why not use some game footage? Can't go wrong with that.