Sony is celebrating the fifth anniversary of the PlayStation 5 with a new global ad campaign dubbed “It Happens on PS5”. The campaign launches three fresh adverts—The Greatest Stunt Jump Ever, The Unexpected Catch, and Everyday Problems in Extraordinary Vehicles—that will begin airing today.

According to Isabelle Tomatis, Vice President of Global Marketing at Sony Interactive Entertainment, the campaign is inspired by the moments of surprise, joy and awe players have experienced on the PS5 over the past five years:

“Through these past five years, our players have shared their reactions of awe, excitement, and surprise at the extraordinary moments they’ve witnessed while playing PS5. That’s the inspiration for our new ad campaign— we’re capturing the spirit of these moments when the most unexpected and unforgettable experiences happen on PS5.”

The adverts span everything from jaw-dropping stunts to surreal game-world scenarios blending into everyday life—designed to showcase the emotional and experiential edge the PS5 brand aims to deliver. According to coverage from ground-news, the campaign also includes physical experiences in markets such as Australia, Spain, Germany, Mexico, Italy and the United Kingdom with experiential installations like UFO landings and mysterious creatures. 

As the console enters its sixth year of lifecycle, the campaign underscores Sony’s effort to keep the PS5 brand alive and relevant—not just through hardware or software, but through memorable “moments” that players connect with. Whether you’re a hardcore gamer or a casual user, the message is: those “wow” moments are built for PS5.

For fans and observers, the rollout is a reminder that big anniversaries don’t just come with price drops or bundles—they come with stories, emotion and brand positioning. And with these latest adverts, Sony appears focused on the latter over the former. Expect to see the campaign in cinemas, online and in real-world activations in key markets over the coming weeks.