PlayStation Launches “It Happens on PS5” Global Campaign

 

By Jon Scarr

Sony has kicked off a brand new global marketing push called the It Happens on PS5 campaign. Announced today, this worldwide effort celebrates five years of PlayStation 5 with a fresh series of short films and live activations across more than 20 countries.

Each story in the campaign captures those moments that make gaming on PS5 unforgettable. The ads include The Greatest Stunt Jump Ever, The Unexpected Catch, and Everyday Problems in Extraordinary Vehicles, all highlighting the unpredictable, surprising side of gaming that fans love to share.

Sony Interactive Entertainment says the campaign aims to remind gamers why PS5 continues to deliver one-of-a-kind experiences. With the holidays approaching and a massive lineup of titles like Astro Bot, Ghost of Yōtei, and Battlefield 6 on the horizon, PlayStation’s message is clear: the biggest gaming moments are happening right now on PS5.

Campaign Overview

The It Happens on PS5 campaign is Sony’s latest reminder that PlayStation 5 is still full of surprises. The ad series features moments that feel like they were pulled straight from a wild gaming session and dropped into the real world. From a truck balanced on a skyscraper to a fishing crew reeling in a massive creature at night, each short story captures that feeling of awe that gamers know all too well.

Sony says this campaign is designed to show how unforgettable moments can happen anytime you pick up a DualSense controller. The short films blend humor, scale, and cinematic spectacle to create a sense of wonder around what’s possible on PS5. And that’s not all. Sony is also taking the concept beyond screens with live activations in several countries, including UFO landings in Australia and mysterious creatures appearing across Europe and Latin America.

It’s a playful way to remind fans how big the PS5’s impact has been. Five years after launch, the system continues to headline with major releases and memorable experiences. Whether you are into huge adventures like God of War Ragnarök or prefer fast-paced matches in NBA 2K26, Sony’s message is simple. The unexpected still happens on PlayStation 5.

Honestly, the campaign hits the right kind of nostalgic chaos. It reminds me of those early PS3 and PS4 ads that felt larger than life. It’s weird, over the top, and kind of perfect for PlayStation. 

Global Rollout

The It Happens on PS5 campaign is going worldwide. Sony is running the ads across more than 20 markets, including Canada, the United States, Japan, Germany, France, and Australia. You will spot them on TV, in movie theaters, and all over digital and social platforms. It is one of the company’s biggest brand pushes since the PS5 launched.

Sony is also mixing in large outdoor displays and local events that tie directly to the campaign’s themes. These real-world activations include UFO sightings staged in major cities and massive creatures appearing in public spaces. It is a creative way to bring the surreal energy of the commercials to life and get people talking.

The global approach fits the PS5’s momentum heading into the holiday season. Sony is looking to capture that same sense of awe and surprise that comes from its games, whether it is the action of Battlefield 6 or the charm of Astro Bot. The campaign’s variety of ads shows how PlayStation continues to reach every type of gamer, no matter what they play.

As someone who still remembers the hype around the PS5 launch, it is wild to see Sony celebrating its fifth year with this much flair. It feels like the kind of marketing that only PlayStation would pull off, leaning into the fun and absurd side of gaming instead of playing it safe.

"It Happens on PS5" Reminds Us Why We Play

The It Happens on PS5 campaign feels like a celebration of everything that makes gaming unpredictable. It is not just about showing off visuals or hardware power. It is about those moments that happen naturally when things go off the rails in the best way possible. Sony’s approach leans into that energy, showing that after five years, the PS5 is still full of surprises.

It is easy to forget how far the console has come since launch. Between first-party hits and third-party blockbusters, the system has built a massive library that keeps growing. This campaign works as both a reminder to existing fans and an open invitation to anyone who still has not jumped in yet.

Personally, I like that Sony is not afraid to get weird again. The stunts, the creatures, the surreal energy all feel like classic PlayStation. Whether you are watching a truck hanging off a skyscraper or a crew pulling something impossible out of the ocean, the message is clear. Anything can happen on PS5.