Quote:This fall Nintendo of America is asking gamers of all ages in a new ad campaign "who are you?" The ads showcase a wide range of personalities and characters. More than $50 million will be invested in launching the "who are you?" campaign, part of a total marketing push of $100 million through the end of the year. The "who are you?" idea will be introduced nationwide through cinema advertisements, print ads, billboards in major cities, transit ads, and more. Nintendo has set up a website for it here.

"Nintendo permanently established video games as a key element of popular culture, and 'who are you?' embodies the emotional connection players have with their favorite games and characters," says George Harrison, senior vice president, marketing and corporate communications, Nintendo of America Inc. "This campaign celebrates what makes Nintendo unique – the fact that we offer the widest range of personalities through which you can unleash your other self ... your game self."

"This is not about changing who we are," says Harrison. "Nintendo has been and always will be about making great video games for all ages. This campaign simply enables us to speak with one unified voice." The advertising applies to both both the GameCube and GBA.

Nintendo says that a cinematic commercial is one of the most ambitious commercials ever produced by them (usually their ads are subpar), featuring more than 500 extras and filmed in Asia. The ad pays homage to Nintendo's heritage. The 60-second spot will run on nearly 10,000 screens in movie theaters across the United States beginning Oct. 30, prior to movies ranging from The Matrix Revolutions to The Cat in the Hat in order to reach a diverse group of video game players. In addition, 30- and 15-second versions of the commercial will be used on television in October to promote Super Mario Advance 4: Super Mario Bros. 3, one of the most anticipated new games for Game Boy Advance.