Sony Ericsson's Xperia Play ad sparks controversy

Just not the right move to gain publicity maybe. Sony Ericsson's Xperia Play is launching in the UK on 31st March 2011 and its ad is already controversial. Prior to its release Sony Ericson's might have thought it would be a nice idea to introduce it in the market with a less then ordinary ad.

So , it seems Sony Ericsson wants to tell you how addicted you would get to your Xperia Play , but isn't there a better way to show off your product's productive appeal.?