The timing couldn’t be more perfect. As the industry erupts with concerns regarding the commercial prominence of Sly Cooper: Thieves in Time – out today in North America in case you’d forgotten – Sony has announced that it has ditched its existing advertising agency and hired the firm responsible for Google Chrome’s highly memorableDear Sophie’ campaign.

The platform holder previously worked with Deutsch for eight years, who is perhaps best known for producing the ‘Michael’ spot released in 2011. However, it will now collaborate with BBH New York, whose clients include Axe and Sprite, in addition to the aforementioned web browser. In a statement issued earlier today, Guy Longworth, SCEA’s brand marketing vice president, couldn’t seem more delighted with the switch.

“All of the participating agencies, 180LA, Anomaly, BBH New York, and Deutsch presented outstanding ideas during the [selection] process,” he grinned. “But after careful consideration, BBH New York is the best partner for our business.”

Sony is expected to announce the PlayStation 4 on 20th February, making the timing of the recruitment even more interesting. The company will want its next system to make an impact out of the gate, particularly in North America where the PlayStation 3 has trailed behind the Xbox 360 for the majority of the generation.

“PlayStation is one of the most exciting and coveted brands in the world, so we’re thrilled and humbled to partner with SCEA,” BBH New York chief creative officer John Patroulis said. “They have a smart and ambitious team and we can’t wait to get started.” It's perhaps worth noting that Patroulis is no stranger to video games – he previously worked on Halo’s extremely popular ‘Believe’ campaign.

How would you like to see the PlayStation brand promoted in the future? Let us know in the comments section below.