Across Europe, the ads will emphasise the new slogan 'The World is in Play' by showing the world changing around users to match their game.
In North America, a different ad will launch that highlights the PS Vita's connectivity, using the tagline 'Never Stop Playing'.
Sony recently confirmed pricing for first-party downloadable titles on Vita, and has said that retail titles purchased over Sony Entertainment Network will be given a discount.
PlayStation Vita launched in Japan last December, with strong initial sales of 325,000 in its first week. However, sales have dropped, with the PSP outselling Sony's newer handheld.
PlayStation Vita will arrive in North America and Europe on February 22.
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View images of PlayStation Vita's launch lineup below: