In the next installment of the PlayStation3 'This is Living' campaign, we needed to dramatise the benefits of some of the PS3's technological features in order to generate awareness of the PS3's capabilities as an 'Entertainment Supercomputer'. Instead of telling consumers about these different functions, or simply creating a product demo, we decided to show them how, as a result of these features (Blu-Ray, Faster Processing, Technology that upgrades itself, etc.) the PS3 offered them 'Entertainment like they've never seen before'. To achieve this, we used a troupe of genuinely unique and intriguing vaudvillesque entertainers to dramatise the various product benefits.