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With the specter of its first real competition in the handheld gaming market looming, Nintendo of America said it is putting $40 million into the marketing effort that breaks today for its newest product, the Nintendo DS.
The game player’s big innovation is its dual screens, one of which is sensitive to touch. Teaser spots from Publicis Groupe’s Leo Burnett in Chicago begin with a blue flash and colored bars that dissolve into static. Two blue rectangles appear, and a woman’s voice says suggestively, “Touch the bottom rectangle.
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