I personally like Microsoft\'s style. They show the various designs that went on through design and how it all lead up to the Xbox. It isn\'t exactly a huge seller ad - but still it has style.
Sony has no sense when doing ads. Like Sam said, I don\'t even know what the hell the "third place" is. I\'m not sure I even care. The Psone ads was lacking also though. The U.R. NOT.R.E ad, with the 3D polygon face. I don\'t know, it just wasn\'t that cool.
To be honest , when I watch a commercial or see an ad of a game or system, I just want to see the games. I don\'t want a catch phrase for the most part (\'cept Sega\'s "Sega does what Nintendon\'t"). Shenmue had an excellent commercial here in the US. It had style and focused on the games story and graphics. But then again, I think Sega has always been the best with advirtising.