In another onslaught of color-coordinated electronics hipness, Nintendo's Game Boy Advance SP is now available in red and black; so Leo Burnett USA's print and poster campaign features "advertising that does more than depict the new colors in a graphic way," says the agency. "The ads create a personality for the GBA SP and allow it to take on the characteristics of objects that link gaming and color. 'Bruise' [a badly bruised arm] demonstrates toughness and links the product to fighting games; 'Tire' [a blown tire] links to games of speed; 'Steak' [above] is raw and visceral; while 'Blood' [a blood bag] is necessary and vital for life." If all this may seem a bit aggressively juvenile, the ads ran in DC Comics and were specifically linked to the content of each publication, according to Burnett.
Client: Nintendo Agency: Leo Burnett USA CCO: Mark Tutssel ECD: Jonathan Hoffman CD: Bill Stone, Dominick Maiolo AD: Dustin Smith CW: Mike Andrews Photographer: Chuck Shotwell Digital Imaging: Scott Giannini