In an exclusive interview with MCV, Nintendo’s UK marketing director Dawn Paine has said that her company’s use of Hollywood actress Nicole Kidman in the firm’s advertising activity for More Brain Training From Dr Kawashima represents a new approach to games marketing.

“This is undoubtedly one of the most, if not the most, surprising uses of celebrity in a video games marketing campaign and we subsequently believe it will trigger a genuine interest and engagement from consumers,” she told MCV.

“We believe that Nicole Kidman’s leading role in the UK-brokered pan-European campaign and the revelation of her DS Brain Age will surprise and excite people all over the UK and Europe.”

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