Sony Says: We Really Don’t Need to Promote the PS3, Do We

So…seen that new PS3 commercial yet? The one with the plastic baby? Can someone explain to me why a baby that could stand in for the baby in Trainspotting is going to make me or anyone want to buy a PlayStation 3?
Of course, I hear these PS3s are selling out like crazy, so it's very likely Sony called up their ad people and said, "do whatever you want with the budget we gave you for the new playstation, because people will buy these things no matter what we do.