News: Nintendo Increases Ad Spending

Nintendo of America on June 17 unveils a TV campaign for its WaveBird wireless video-game controller, part of an effort that will boost total ad spending by 25%.

Unfortunately, it only goes for the States at the moment. AdAge reported the following:

The quirky campaign for the WaveBird ($34.95), created by Bcom3 Group's Leo Burnett, Chicago, features three 15-second spots flagging the wireless controller's ability to work untethered up to 20 feet away from the GameCube console.

Playing with chicken pox
One spot features a guy covered with chicken pox clutching a WaveBird outside the house and playing on the GameCube through the window. Three of his buddies are playing inside because they don't want to get near him. The copyline: "Nothing comes between a man and his game." Another spot shows a teen transfixed on the TV while clutching a WaveBird underneath the dinner table.

Ads will run in heavy rotation for five weeks on network, cable and syndication. Viacom's MTV, the Sci-Fi channel, Fox and the WB are all part of the buy targeting 12- to 17-year-olds.

Increased spending
"With more software titles to support, it warrants increased spending across the board," said Rob Matthews, Nintendo's director-advertising and promotions.

Nintendo spent $83.5 million in measured media in the U.S. in 2001, and $7.6 million from January to February of this year, according to Taylor Nelson Sofres' CMR.

Source: AdAge.com


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