October 25th, 2004, 09:32
In exactly four weeks from today the US is going to go DS crazy. As you're probably all too aware, here in Europe we have to wait until sometime next March for DS to hit the shelves, but in the States they get to touch DS on November 22.[br]Just four weeks. Even the Japanese are getting it on December 3. Ah well, it's not all bad - we've got three new DS showreel movies that demonstrate loads of games and how they work with the touchscreen. Sure, that's an old-fashioned DS in the movie, but it's the games that count. Download them, get a biro, sit very close to your monitor and tap it with your pen. See? It's just like the real thing![br][br]If that doesn't keep you going until March you could always pop over to the official DS website and check out two new Japanese TV adverts for the system. You'll get a sneaky glimpse of a few more DS titles and they'll certainly fulfil your quota of Jap craziness for the day.[br][br]On a similar note details are emerging about Nintendo's marketing strategy for the DS in the USA, with the first TV adverts and print promotions about to appear. Apparently Nintendo is shooting for a more 'mature' audience. For 'mature' read 'male, hormonal, American Pie fans', which we can't really argue with. [br][br]Hence the TV ads, which begin airing today, feature a sultry female voice telling you to "touch it" and lads' mag spreads will feature large-chested women holding a DS with the taglines "How to score!" and "start listening to her needs, playa!", both of which make us want to give out high-fives and shout "Wooo-hooo!" Now that's marketing.[br][br]Naturally, Nintendo is playing possum about the sexed-up attitude of the ads. "When you're a kid you're always told you can't touch anything," reckons Perrin Kaplan, Nintendo of America's vice president of marketing. "Touching is good. You're grown-up now, so read it how you want."