Nintendo Game Targets Adults

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Burnett’s ‘Dark and Sexy’ Ads Feature Heroine ‘Joanna Dark’
CHICAGO–Leo Burnett moves Nintendo away from its familiar characters to a darker, more ominous world in a new campaign promoting the company’s first game for adults.
“It’s certainly far afield from our traditional Mario/Pokemon/Donkey Kong mix,” said George Harrison, vice president of marketing and corporate communications for Nintendo.
Through cinema and television spots, the campaign aims to create a mystique around a character named Joanna Dark. The spot depicts Dark going through her morning routine as an ominous voiceover lays out a scenario in which businesses merge with aliens, a war is being fought in the oceans and the president is about to be cloned.
“It’s your job to save the world, and you’ve got an important decision to make,” says the voiceover as the closet reveals an arsenal.






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