Nintendo DS: Kidman plays the game for Nintendo

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Released:	June 2007
Advertiser:	NINTENDO
Brand name:	Nintendo DS
Tags:	tv-spot ENTERTAINMENT & LEISURE Николь Кидман Work Celebrity marketing TV Spots Creative review Most significant video games ads

Credits:

Moulin Rouge star Nicole Kidman is to front a pan-European TV ad campaign for Nintendo.

The campaign, which breaks in the UK tonight at 7.45pm on ITV1, shows the Australian actor playing the More Brain Training from Dr Kawashima: How Old is Your Brain? game.

Kidman is seen "training her brain" by memorising numbers and completing exercises. Her "brain age" in years is revealed at the end of the ad. A player's brain age can be anything from 20 to 80 years.

The TV campaign will be supported by press ads and aims to promote the game on the handheld Nintendo DS device.

More Brain Training is a follow-up to the first version of the game, which launched last summer.

The game is one of a series of skills and learning-based titles that Nintendo has developed under the banner Touch! Generations.

"I love the concept that Nintendo is reaching out to new audiences with self-improvement products like Brain Training," said Kidman.

Nintendo said Kidman was chosen to front the campaign because "her personality and ability to combine the world of film with a family-centric home lifestyle was felt to be a strong fit with the Nintendo DS".

The new software title, to be launched this Friday, is part of Nintendo's strategy to challenge the commonly held perception that gaming is the preserve of 16- to 24-year-old males who prefer to play violent "shoot 'em up" games.

http://media.guardian.co.uk