gaming company Nintendo,
the makers of Wii,
hope to draw a little “old hip” action in a brand new way. The
innovative company had targeted the Wii to kids in
the past and while some studies suggested that the popular game
console had little impact on family fitness, the company has begun
Wii Fit Plus campaign aimed at appealing to consumers age 50
new advertising campaign features 65-year-old actress Helen Mirren
using the motion-controlled system. The company
insisted on the Oscar winner for the upcoming campaign because they
believe her glamorous
look and svelte figure will attract over-50s to the game.
The game sets individual weight loss goals, provides BMI and
exercise options like yoga and aerobics."Nintendo
insisted they wanted Helen and no one else. They wanted an older,
more attractive woman to show that the Wii isn't just for
children," an unidentified friend of Mirren said.Mirren
was paid £500,000
($800,000 USD) to appear in the two-day commercial shoot.
"You need never get bored as every day you can tailor a new
workout," Mirren says in the commercial.
campaign is all part
of a promotion by Nintendo UK which will also feature other
celebrities targeting other demographics.
year's star line-up is the best yet, demonstrating the wide appeal of
Nintendo products," said Dawn Paine, Marketing Director at
hefty salary for the commercial comes just weeks after Nintendo
a $24M loss for the April – September quarter.