Leagas Delaney wins Game Boy task

Nintendo has extended its relationship with Leagas Delaney in Europe, appointing the agency to the launch account for its Game Boy Color in the UK, Germany and France.

Nintendo has extended its relationship with Leagas Delaney in

Europe, appointing the agency to the launch account for its Game Boy

Color in the UK, Germany and France.



Game Boy, Nintendo’s hand-held computer games system, has previously

been handled by Young & Rubicam across Europe.



The manufacturer shifted the business for Nintendo 64, its advanced TV

games console, out of Y&R’s German division and into Leagas Delaney in

September.



The Game Boy Color ad features a young man attaching his Game Boy to a

very long extension lead in order to play the game without interruption

in the middle of a field. His scheme is foiled, however, when his mother

unplugs his lead in order to use the hoover.



The new version of Game Boy has a colour screen and is being launched to

capitalise on the Christmas market.



The ad was written by Rob Burleigh, art directed by Dave Beverley and

directed by Calle Astrand from @radical.media.



The campaign broke on 27 November in the UK, and is running on

terrestrial and satellite television. Media buying in the UK is through

Austin West.



Nintendo is spending pounds 2 million promoting the launch of its latest

N64 game, Zelda, which is due out at the beginning of December. Again,

the launch has been timed to coincide with Christmas.



Creative for this campaign has been developed by Leo Burnett in the US.