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Leo Burnett offers the latest incarnation of Nintendo’s Game Boy as a ready escape hatch from life’s more boring moments.
The agency’s $75 million campaign behind the Game Boy Advance breaks this week with a TV spot set in a church. Subsequent spots will be set in locations also known to cause boredom or anxiety, including an airport and a doctor’s waiting room, said John Brokenbrough, creative director and copywriter for the campaign.
“The Game Boy [Advance] becomes your portable escape hatch,” Brokenbrough said.
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