Touching Is Good!!

Nintendo is spending $40 million in its largest product launch, bracing for all-out war with Sony which is expected to debut a portable device soon after the Nintendo DS hits U.S. stores on Nov. 21. In an unusual move for Nintendo the new ads aim to titillate with the tagline “Touching is Good”. Teaser TV spots start on in America on Monday, playing up the dual-screen device’s touch controls. One advert sees a Woman inviteing the viewer to come a little closer and get a feel.

When you’re a kid you’re always told you can’t touch anything,” said Perrin Kaplan, vice president of marketing at Nintendo of America. “Touching is good. You’re grown-up now, so read it how you want.”

Nintendo will launch the model in the United States before Japan to capitalize on the earlier holiday shopping season. The strategy adds a positive marketing edge for U.S. gamers keen on a first stab at new gadgets. Print ads will then appear in young men’s magazines Maxim and Blender, with a buxom woman holding a DS model and advising, “How to Score! … Start listening to her needs, playa!

Longer television commercials will air from Nov. 18 on programs such as animated comedy “South Park.” Publicis agency Leo Burnett created the ads. Industry analysts said Nintendo’s ads should draw young adults who are keen on gadgets and the image they project.