NEWS: Burnetts unveils debut Nintendo press push

Leo Burnett has revealed its first work for Nintendo since winning the UK account this summer.

Leo Burnett has revealed its first work for Nintendo since winning the

UK account this summer.

The campaign, which will kick off in men’s magazines and style press

publications next month, positions a new product from Nintendo - the

Game Boy Pocket - as seriously distracting’.

The ads, which were written by Jane Atkinson and art directed by Matt

Hazel, demonstrate how absorbing the Game Boy Pocket can be. In one

execution, ‘all tied up’, a man is seen playing on his machine while a

woman lies tied to a nearby bed, failing to attract his attention.

In another execution, called ‘dog’, a Jack Russell is pictured sitting

disconsolately beside an empty food bowl. His master, seen in the corner

of the picture, is so busy playing with his Game Boy Pocket that he has

forgotten to feed him.

To make the ads seem realistic, both were shot in a house in Stoke

Newington, North London, by the photographer, Adrian Cook.

‘All tied up’ will run in men’s magazines such as Loaded, FHM and Viz,

while ‘dog’ will appear in style magazines such as Q, Vox and Sky. A

television ad with the same theme will run from the middle of November.

Game Boy Pocket is a slimmed down version of the original Game Boy, and

it can run all the games of its ‘parent’. It is designed to rekindle

interest in portable game playing among 20- to 35-year-old men.

Nintendo is distributed in the UK by Total Home Entertainment, a John

Menzies subsidiary. Its advertising account used to be handled by J.

Walter Thompson, but the business left JWT this summer after the newly

appointed Total Home Entertainment disagreed with the agency over


Leo Burnett in the US has a relationship with Nintendo and the agency’s

UK office picked up the domestic account in August.

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