VIDEO: Watch the European Vita ad here

Commuters exploring ruins, a spa transforming into a boxing ring and a picnic that becomes a war – Sony continues its cinematic flair for platform launch ads.

Unveiled on the EU PlayStation Blog, thefirst European Vita trailershows men and women going from ordinary situations to more video game-esque scenarios. The minute-long film is entitled The World Is In Play andcan be seen below.

"PS Vita is our fifth platform launch and we have not last any of our passion for gaming," said PS Vita European product manager Adam Grant.

"Therefore, launching the ultimate next generation portable console gives us the opportunity to once again share our passion with you."

The ad campaign begins next, with PlayStation Vita launching in the UK on February 22nd.A comprehensive rundown of Sony’s marketing plans for the Vita’s UK launch will be in this week’s issue of MCV.