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Song in GBA Mario Game Advertisement

Have you even seen the commercial?

The song title is Hatsuko by Mayumi Kojima. Good luck finding a copy of it. If you do let me know.

School's Out for gaming
Nintendo branding and software launch ad asks, "Who are you?"

Drawing on its Asian heritage, Nintendo, through Leo Burnett USA, chose an Asian middle school as the scene for its epic brand campaign sporting the game makers new tagline: Who are you?

In "School's Out", students anxiously watch the clock as minutes tick by. At promptly 3:30 masses of children drop their pencils and begin rushing the streets. As they meet up with mobs more of uniformed kids, they start to take on superhuman characteristics - a young boy hops from phone booth to phone booth; a young girl deftly darts into a sewer. By the time the throngs arrive at their destination - a retailer selling the new Nintendo Super Mario Bros. 3 - they have all transformed into their favorite Nintendo character.

Creative director Dominick Maiolo says the idea came from fellow creative director Kash Sree who spent time living in Asia, where kids were let out of school early on one occasion in order to get a new video game.

The six-day shoot saw director Anthony Anastasio dealing with upwards of 500 extras. In order to retain the "wow factor" of the spot, as much of the action as possible was caught in camera. The stunt coordinator from Mortal Kombat: Annihilation was called in to organize the chaos. "We wanted the spot to look cool instead of tricky," says Maiolo, noting that only two sequences were shot with wire rigs against a green screen.

The 60-second version of the spot that breaks October 30 will run on 10,000 cinema screens across the US. 30- and 15-second versions will follow.

www.leoburnett.com

Credits:

Agency: Leo Burnett USA

Vice Chairman/Deputy Chief Creative Officer: Mark Tutssel

Executive Creative Director: Jonathan Hoffman

Creative Directors: Dominick Maiolo, Bill Stone, Kash Sree

Art Director: Jeff Labbe

Copywriter: Kash Sree

Executive producer: Ron Nelken

Producer: Jenny Leimbrook

Production Company: Naked Projects

Director: Anthony Anastasio

Post Production: La Maison, Paris

Editor: Herve Schneid

Music: "Hatsuko" by Mayumi Kojima