Burnett targets older Nintendo users

Leo Burnett is launching Nintendo to a new audience with its first

work for the games console manufacturer.

The agency has developed a launch campaign for Nintendo's Game Boy

Advance, which will be the most powerful handheld games machine on the

market when it launches in early June.

Nintendo wants to target older teenagers with the ad campaign. Previous

Game Boy products have targeted children and younger teens.

Burnett, which won the Nintendo account in January, has created two

30-second ads, which will run in key European markets including the UK,

France, Spain and Germany later this month. Nintendo has said it is

backing the Advance product with a pounds 30 million marketing


The first ad features a man entering a public lavatory. He is playing on

the Game Boy Advance and continues to do so at the urinal. His vigorous

activity attracts puzzled glances from the attendant who is cleaning the


The second spot shows a geek playing on his Nintendo while waiting to go

through airport security. He refuses to relinquish his Game Boy at the

X-ray security scanner and is shown on the conveyer belt still playing

the game.

The ads use the new brand propositioning 'Gaming 24:7'. Two teams at Leo

Burnett created the ads: Jack Stephens, writer, and art director Rob

Nielsen and Adam Griffith, writer, and art director Rob Spicer.

The ads were directed by Johan Renck. Media is through Universal McCann.


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