Sony starts Japan PS Vita launch adverts

This is clearly the first in a series, but even so makes little sense. Starting off looking a bit like a clip from the E.T. movie, and then scaring you with a big 12.17, where could this cyclist be headed? Check out the clip here
http://www.jp.playstation.com/psvita/movie/popup/index.html?vStr=vita_008&ap=true - best leave it to stream up for a while before playing.