Currently, three television commercials are in syndication featuring an unique style and a sultry voice over enticing viewers to try out the DS's new features. In addition, MTV produced a custom ad for Nintendo DS featuring the stars of Wildboyz using Nintendo DS to play a wireless multiplayer game, while engaging in one of their exciting trademark adventures. Nintendo will offer a video with behind-the-scenes footage of the making of this commercial on Nintendo.com. As for print marketing, custom "advertorials" will run exclusively in Dennis Publishing's Maxim, Blender and Stuff magazines, instructing readers "How to Score."

In December, Nintendo will run ads on more than 5,000 movie screens across the country. Print ads in gaming magazines will support the launch, along with a full range of Internet and broadband efforts. There will be unique program integration with major TV networks. In addition, Nintendo DS is being featured on the Nintendo Fusion Tour, a multi-city tour that presents the best in music and video games.

"The campaign for Nintendo DS marks a different, bolder approach for Nintendo," says George Harrison, Nintendo of America's senior vice president of marketing and corporate communications. "We think such a radically different and creative device like Nintendo DS deserves the backing of an equally innovative and provocative marketing campaign."