Sony releases the 40GB PS3 tomorrow. Who cares, right? Well Sony is poised to spend an insane amount of money getting the word out, with a marketing vice president calling it the “largest ever” hardware branding in SCEA’s history.

Unlike last year’s, shall we say, underwhelming PS3 launch, where Sony trumpeted raw power over “fun,” this time around Sony will highlight the system’s games and, uh, fun. (I’m feeling particularly redundant today.) Sony will also start heavily promoting the system’ Blu-ray capabilities. A $400 video game system that also plays Blu-ray isn’t so bad. If I weren’t a poor student, I’d be en route to my local electronics monolith, credit card in hand. For me, Blu-ray (and HD DVD for that matter) is key.

SCEA Preps “Largest Ever” Hardware Campaign [Next Gen]