Nintendo Gameboy Advanced SP

When Nintendo enhanced their handheld screen quality with backlight, the attraction was quite illuminating. The heart of the marketing effort is a multi-media campaign entitled "Brilliant," referring to the new built-in lighted screen. Television directed by Dante Ariola and additional campaign elements will include consumer print ads in high-profile consumer publications, outdoor billboards in major markets—including New York's Times Square, signage in airports, a complete outdoor campaign flooding a main Chicago train station, bar advertising and bar interactives.