Sony is giving Brits the chance to trade in their old electrical goods, even if they're not working, in a bid to earn money off new purchases.
Sony said it was running the offer after seeing the success of its TV recycling scheme, which launched in August last year.
The recycling programme saw consumers given up to £150 off a new Bravia TV when they traded in their old analogue TV set.
Graham Taylor and Terry Venables star in the new advert that accompanies Sony's trade-in scheme
Consumers can trade in a number of different electrical items, ranging from Cybershot digital cameras and Handycams camcorders to Walkmans, Blu-ray players and even headphones and Bravia TVs, and get between £5 and £150 off new Sony devices.
Sony said it believed Brits would be looking to upgrade their electrical equipment in time for the Fifa World Cup, which takes place in June this year.
The campaign will also be accompanied by a TV advert featuring footballing legends Stuart Pearce, Graham Taylor and Terry Venables, along with TV star Kelly Brook.
"We understand that consumers will undoubtedly want to upgrade their kit as they gear up for the World Cup this summer, but cost is still an issue for most of us coming out of recession," said Andy Benson, commercial director at Sony UK.
"This campaign is not only timely in helping people take their entertainment to the next level, it is also a good way to encourage the responsible disposal of old technology. We've extended the promotion to include a wide range of products, so I'd recommended checking in store to see what's on offer."
See also: Sony 3DTVs to hit UK on June 10