Burnett Unveils Nintendo Cinema Ad

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Leo Burnett USA yesterday unveiled a new cinema trailer for Nintendo, in which Asian schoolchildren display Mario-like agility as they rush to their local electronics store after school.

Directed by Anthony Atanasio of production company Identity (formerly Naked Project), the balletic :60 -- titled "School's Out" -- features a track from Japanese chanteuse Mayumi Kojima and editing by La Maison's Hervé Schneid, who edited the feature Amelie. Meanwhile, creatives on the spot include former Wieden + Kennedy copywriter Kash Sree and former Chiat/Day/S.F. art director Jeff Labbe, who joined Burnett as a creative team in 2001. Labbe has since moved on to pursue a directing career.

"School's Out" is slated to break on movie screens nationwide Oct. 30.

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