Nicole Kidman trains her brain in Nintendo DS ad

by Ed Kemp, Marketing 25-Jun-07, 08:30

LONDON - Oscar winning actress Nicole Kidman will be unveiled tonight as the face of a pan-European ad campaign for Japanese gaming giant Nintendo.

Nintendo is launching More Brain Training on Nintendo DS across Europe on 29 June and will promote the game across Europe with a TV ad featuring the Hollywood actress. In the UK, the ad will debut this evening on ITV1 during an ad break in Coronation Street. The ad, created in-house, will run for a month.

The ad shows the actress at home playing the More Brain Training game, which involves memorising numbers and singing along to a piano recital test. Kidman will then reveal her brain age at the end of the ad. The Moulin Rouge star will also appear in print ads across Europe.

More Brain Training is one of a growing number of games launched by the Japanese games company designed to target a wider audience than teenagers and young people. The first edition of the game, Brain Training, was promoted in the UK through a series of TV ads, created by Leo Burnett, fronted by TV host Chris Tarrant. Nintendo parted company with Leo Burnett last month and is currently looking for a new agency.