The 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 a new Wii Fit Plus campaign aimed at appealing to consumers age 50 and older.  

The 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.

The campaign is all part of a promotion by Nintendo UK which will also feature other celebrities targeting other demographics.

''This year's star line-up is the best yet, demonstrating the wide appeal of Nintendo products," said Dawn Paine, Marketing Director at Nintendo UK.

Mirren's hefty salary for the commercial comes just weeks after Nintendo announced a $24M loss for the April – September quarter.