Nintendo worked with Ogilvy & Mather, Singapore in 2003 to create these print advertisements promoting the Gameboy Advance as the ultimate distraction. A Nintendo-playing boy misses the second coming of Jesus. A Nintendo-playing mother misses her son growing up, not noticing that he’s a grown man sitting in a cot. A Nintendo-playing boy allows his feet to be eaten away by fish (piranha). A Nintendo-playing soldier misses the destruction of half of his body in a minefield.
The campaign was developed at Ogilvy & Mather, Singapore, by copywriter Eugene Cheong, art directors Tham Khai Meng, Alfred Wee, Gregory Yeo, creative directors Tham Khai Meng and Craig Smith. Photographer was Jimmy Fok, of Calibre Pics and Katapolt Photography, with retouching by D.I. Joe, S22.