The New York Times writes that with advertisers seeking to reach increasingly inundated consumers, Sony is providing yet another ad venue: its handheld game system, PlayStation Portable (PSP), which also plays movies and music. Heavy.com, a Web host of short films and animation, has made clips available as free content, specially formatted for PSP. It hopes advertisers will support the content by paying for quick commercials before or after the downloads, or by providing content in the form of branded entertainment. Unilever is the first advertiser to take Heavy up on its offer - to promote Axe body spray.