Nintendo's kicked off its Nintendo 3DS advertising blitz in the UK - and it's aiming to reach a massive mainstream audience with its marketing campaign.
The first TV advertisement, which crucially doesn't show any 3D gameplay in 2D at all, has started airing already - and you can see it in action via the video below.
Speaking to trade mag MCV, Nintendo UK's marketing director, Dawn Paine explained that the company's aiming for 85 percent of the UK to have seen its TV ads three times in the run up to launch.
"The campaign is a celebration of the 3D experience. There are two key elements: experiential and advertising," she explained. "What will be a departure for us is how we fuse them together, in a way we haven't done before.
"In the campaign we will be showing consumers, real people, getting their first hands-on with 3DS at one of the events. And that in turn drives the people who see the ads to the sampling push. It's a virtuous circle.
"It's very fresh and different -and very, Nintendo, because its all about genuine reactions, there is nothing fake or over-stated, it's all real."
In the same MCV interview Nintendo revealed 3DS has already broken its all-time UK pre-order record.