Sony's no stranger to tasteful digs at its rivals – but its latest batch of banner advertisements are the best timed yet. With the next Xbox reveal right around the corner, the platform holder has opted to ride on the coattails of the system's imminent hype, taking out promotional links on Google that pimp the PlayStation 4 when you search for its closest competitor.
The commercials – which appear at the bottom of the second page of search results when you enter 'Xbox' – read: "Push the boundaries of play beyond the box." The link then points to the UK edition of the official PlayStation website. Given the regional destination, we're guessing that this is the handiwork of SCEUK, which makes some sense, as the division has been playing catch up to the Xbox 360 for much of this generation.
It's little initiatives such as this one, though – no matter how subtle – that are going to keep the PS4 in the headlines. And as we explained earlier, that's going to become increasingly important over the coming weeks.