Nintendo hires civilians, not celebs, for winter push

Forget superstar endorsements – Nintendo has made real consumers the star of its latest ad campaign.

While the firm has still commissioned ads featuring the likes of pop act JLS and Oscar-winner Helen Mirren, this Christmas Nintendo has dedicated half of its spend on a celeb-free promotion.

Nintendo says the strategy rams home the message that gaming is a fun pastime for all.

These incredible stories demonstrate the wide appeal of Nintendo products for a number of different uses,” said Dawn Paine, marketing director at Nintendo UK.