If you thought Sony’s European PlayStation Vita ad campaign – dubbed “The World Is In Play” – was thoughtful and evocative, then steel yourself for North America’s aggressive “Never Stop Playing” alternative.

Packed with face-melting bass lines, hostile voiceovers and unnerving death-stares, you’d think Sony was promoting a new late night serial drama rather than a portable gaming console.

The ad gets the point across, but we vastly prefer the European spot. Let us know which you favour in the comments.