Competitive marketing strategies have reached a new echelon with Sony PlayStation Move ad campaign. This week Sony released a new “It does everything” campaign for its motion system PlayStation Move.

The campaign, while accenting the abilities of the PlayStation move, goes a step further by scoffing at the product’s rivals Wii and Natal. The character playing Sony’s Vice-President Kevin Butler tangentially ridicules Wii and Natal.

Rejecting a two-dimensional waggle control scheme akin to that of Wii Sports, Kevin Butler’s character claims that real boxers do not fight like this. Adding insult to injury he indulges in a derisive slap fight meant to imitate the waggle control system’s functioning. This is just one of the many irreverent innuendos aimed at Wii and Natal that the campaign includes.

However, the ad also announces that the new PS3 is set to hit the markets by November. Sony is hoping to cash in on the opportunity of the holiday season.

Microsoft also plans on launching its Project Natal in November this year.

While Sony battles its competitors, game publishers like Sega are backing both companies. The President of Sega West said, “We will certainly be supporting both. We have several games on both [Move] and Natal that you will see from around the end of this year and into 2011”.