Sony wants something new for its PlayStation marketing campaigns.

The multimedia conglomerate announced today that it is replacing advertising firm Deutsch with Bartle, Bogle, Hegarty New York (BBH New York). This new firm is best known for its work promoting Google’s Chrome web browser, Axe body spray, and Coca-Cola’s Sprite soft drink.

“All of the participating agencies, 180LA, Anomaly, BBH New York and Deutsch presented outstanding ideas during the process,” PlayStation brand marketing senior vice president Guy Longworth said in a statement. “But after careful consideration, BBH New York is the best partner for our business.”

Sony refused to comment about why it decided to make a change at this time. It’s possible that the PlayStation publisher is looking for something new before it launches its new home console, which many predict will debut as early as this fall.

Sony is holding a PlayStation event on February 20 that will reveal the future of the brand. It’s widely speculated that this is when Sony will announce the next-generation PlayStation.

“PlayStation is one of the most exciting and coveted brands in the world, so we’re thrilled and humbled to partner with SCEA,” BBH New York chief creative officer John Patroulis said. “They have a smart and ambitious team and we can’t wait to get started.”

BBH New York’s work on its Google Chrome account is notable for its affecting ads. In an add for the web browser called “Dear Sophie,” the firm uses the products to evoke an emotional response. Check it out below:

“Deutsch has been an incredible partner for PlayStation over the last six years, and has delivered stand-out creative and strategy for the PlayStation brand in the U.S. We would like to thank them for their dedicated service to our business,” Longworth added.

This ends the six-year relationship Sony had with Deutsh, which created memorable television spots like a PlayStation ad where various characters from games talk about a fictional gamer named Michael, as seen below:

Sony has had a perceived lack of marketing for many of its recent products. Sly Cooper: Thieves In Time, which debuts at retail today (here’s our review), received very little advertising support. It’s possible that Sony’s interview process for a new ad agency interrupted marketing, but a company spokesperson would not comment on that.

While Sony didn’t technically “fire” Deutsch, it is effectively the same thing when an advertising agency loses a contract it has had for most of the last decade.