How To Create Something Like This

Hello, after i watched the playstation 3 ad which has annoyed a lot of Nigerians ( you can watch the video here http://kongforum.com/index.php/viewtopic.php?f=22&t=124 ) i visited their website and i found something interesting. What interested me is the colour change effect, does anyone know how that is done? here's the site: http://www.au.playstation.com/ps3/