Sony UK says that the marketing campaign for Uncharted 4 is their "largest ever".
Uncharted 4 has "PlayStation's largest ever" marketing campaign
The size of the investment and details of what it covers was in this week's MCV.
TV spots have been arranged during major sports events as well as big moments in popular TV shows - like the Walking Dead finale and Game of Thrones premiere. Further ads have been shown in cinemas before Deadpool, Star Wars: The Force Awakens, and we'll see another for Captain America Civil War.
There's been tonnes of print and digital advertising, and you may have seen Nathan on a number of billboards and buses.
What sounds really fun though, are the plans for retail displays, described as "PlayStation's biggest ever array of innovative POS including pallets with Nathan swinging from a real rope, treasure chest cubes, stand out FSDUs, window vinyls and more."
And if all of that wasn't enough, Sony added that there's "much more we can't talk about yet!". The entire campaign has been exhaustive, so unless we're looking at inflatable Drakes and Sullys, I can't imagine what else we've got to look forward to in the last few weeks before release.
A number of retailers have already broken the street date, including Amazon, and what with the theft of a number of copies of the game that were in transit, you'll have to be extra careful to avoid spoilers.
For the rest of us, Uncharted 4 will be out worldwide on May 10 for PlayStation 4.