I don't think the intention of the Ad is its message, or that Sony intended it to be about that. I think they just wanted to get people talking or spark their interest in anything Vita related. If so, it's quite clever.
But does" abstract/indirect" advertising like that have any effect on the actual product? Ie if a commercial was extremely good and made people talk about it/make it on the news for being very good and popular, would it effect the sales of the product itself? Not considering the increased amount of people the ad would reach.