CommentUK serves up Nintendo Wii Sports

Leading live communications agency CommentUK ran a live ad campaign in cinemas nationwide for electronic games giant Nintendo in conjunction with Carlton Screen Advertising.

The purpose of the live ad was to demonstrate to target audiences how easy and how much fun it is to play the Nintendo Wii Sports package.

Wii Sports offers five distinct sports experiences, each using the Wii Remote controller to provide a natural, intuitive and realistic feel.

To play a Wii Sports game, all you need to do is pick up a controller and get ready for the pitch, serve or that right hook.

The campaign featured two actors playing Wii tennis live with the game they were playing projected onto the big screen itself.

The campaign ran in cinemas to coincide with the opening weekend of Pirates of the Caribbean 3.

Altogether, five teams of two performers operated nationally across nine different cinema sites over two weekends.

Dean McKain, MD of CommentUK, commented: "The ad reel plays in the darkened auditorium as usual, but the two actors are present amongst the audience.

"Steve, an achingly cool teenager sits near the front.

"Unbeknown to him, his mother, Elsa, enters the auditorium in search of her son.

"At the appropriate moment during the on-screen commercials, the ad reel is stopped and the house lights come on.

"Steve's mum bustles in and calls her son embarrassingly from the darkness.

"What follows is a living hell for Steve as his mother challenges him to a rematch of Nintendo Wii tennis there and then in front of an audience of total strangers.

"Preferring to lose some of his cool rather then look cowardly Steve takes up the challenge.

"He soon forgets his embarrassment as he becomes caught up in the game.

"The live, interactive ad superbly illustrates that Nintendo Wii Sports is for all ages and demonstrates just how exciting and easy it is to play".

Comment UK was a winner in three of the 2006 Brand Experience Awards: Winner: Most Effective Use of Brand Theatre (Produced for Sense); Silver: Most Effective Use of Brand Theatre (Produced for Redsstar); Bronze: Most Impact at a Single Event (Produced for Redstar).

Back to top