The US launch of the 40GB PlayStation 3 will herald the beginning of Sony Computer Entertainment America’s “largest ever” brand campaign behind a hardware platform.

Speaking on SCEA’s blog, Peter Dille, the company’s vice president of marketing, said a new PS3 advertising campaign is set to break this weekend to coincide with the introduction of the new 40GB PS3. Where as last year’s PS3 launch campaign focused on the brute power of the system, the new campaign will focus more on the console’s entertainment capabilities, Dille said.

“With those technology messages now firmly embedded, we wanted to move beyond the power message with a more high-energy, entertainment driven focus for the PS3. The games are here, the price point is now $399 and we wanted to make the news loud and clear.

“And so, beyond the brilliant HD games that the PS3 delivers, you’ll also see a big focus behind the PS3’s Blu-ray movie capability and, for the first time, you’ll see a major focus behind the PlayStation Network and the exclusive gaming content available on the PlayStation Store, as well as breakthrough services like Home."

A series of 60 second TV spots will feature major first part titles including Heavenly Sword, Warhawk, Ratchet & Clank Future: Tools of Destruction, Uncharted: Drake’s Fortune and Grand Turismo 5 Prologue. The ads will also push third party exclusives such as Haze and the recently delayed Metal Gear Solid 4: Guns of the Patriots, which Dille describes as “the mother of all exclusives.”

“We have the 40GB PS3 officially launching tomorrow at a price point that will appeal to a wider audience and the 80GB PS3 which is demonstrating phenomenal sales growth since we announced the $499 price point. Add to that the inflow of great games and a PS3 brand campaign — our largest ever behind a hardware platform — and we think it’s going to be a great holiday season for PS3.”