Sony has given the London Underground a makeover and replaced tube signs with its iconic PlayStation shapes.
Ahead of the launch of the new PS5 console today (19 November), the gaming giant partnered with Transport for London (Tfl) to give Oxford Circus station a bit of a revamp.
As well as the regular red circular symbol, commuters this morning were welcomed by Sony's X, triangle, and square button icons across all four entrances of the line.
Platforms on the Victoria, Central and Bakerloo lines have also been given a rebrand as part of the big day.
According to reports, the advertising campaign will be in place for just 48 hours.
Speaking about the stunt, Warwick Light, Vice President at PlayStation UK, said the tech firm was excited to launch its latest creation.
He said: "The launch of the PlayStation 5 marks another defining moment in the history of the brand.
"We wanted to make the UK launch an unmissable event and celebrate it in a playful way with our fans by bringing together a British icon, the London Underground sign, with the iconic PlayStation shapes.
"Similarly, we're thrilled to be able to bring some of our most loved franchises to stations across London and truly celebrate the latest additions to these fan favourites."
As you have probably gathered by now, people are pretty excited about the long-awaited release.
The powerful new console landed in the US earlier this month, but some of those who had managed to get their hands on one were then found to be trying sell them on for three times the price.
The standard RRP for the new console is $499 (£377), but it seems demand is so high that some have decided to take the opportunity to make a quick buck, listing them on eBay for as much as $1,999 (£1,515).
While some others are slightly cheaper, they're still significantly more expensive than the standard retail price.
Over in the UK, the console will set gamers back £499.99, or £359.99 for the digital edition which doesn't have a disk drive.
Speaking to Radio 1 Newsbeat about launching the PS5 during a pandemic recently, PlayStation boss Jim Ryan said the console's release had been 'a rollercoaster'.
He said: "The most extraordinary thing is all of this has taken place in 2020. The one thing I've learned is I'll never do this again in a pandemic."
Ryan added that the company has been 'astonished' by the level of pre-orders, continuing: "We're making more PS5's in this difficult environment then we made PS4s in that launch. If people are unable to find one at launch, we're very sorry and apologetic about that.
"They can rest assured we're working really hard to get significant supplies into the market before and after Christmas."
Featured Image Credit: PA