Playstation Kid from Brazil

This video from a Brazilian Mobile Operator features a kid who goes crazy when he gets a PlayStation 3, bought using a cash back promotion. However, his father shows up and replaces the console for a mobile phone. Why?
The mobile operator "Oi" has launched a promotion where you can buy whatever you want using the cash back program. Other Brazilian operators have similar promotions, but you must use your credits to buy cell phones.
(Would be easier to understand with video captions).