Those stoned cartoon kids who love their PSPs too much

I dunno, as creepy massmarketing I think they actually work pretty well. Interview with the ad agency. I first noticed the initial posters a few months back in SF. And now there's the squirrels and the mice and etc.

http://media.gigex.com/biz/images/articles/pspsquirrels.jpg

"The original idea came from the twisted and bizarre brains of Blake Kidder and Patrick Almaguer. And it was allowed to stay twisted and bizarre with the help of passionate and extremely tenacious account, planning and media teams. Our clients specifically asked for a distinct look and feel for all of the PSP work, so they were immediately drawn this work. The animations definitely help PSP stand out as a brand and wouldn't be confused with anything else from PlayStation or from the category," explained Miller.

"We're going after a target that's wary of being advertised to," he added. "If you're going to communicate things to them about your brand, the communication better entertain them along the way. There's got to be something in it for them."