Nintendo UK have kicked off their summer marketing campaign for the Game Boy Advance, by showcasing the extreme lengths people will go to play the console.

nintendo summer campaign

The campaign has cost 1 million to run, and will attempt to tell the world that you can play games and have fun outside in the sunshine at the same time - if the sunny weather returns, of course.

Adverts for the "Hot Games. No distractions" campaign will be on busses, trams and the tube, along with a national cinema campaign which starts with the Austin Powers 3 film. Print and radio advertising will also feature heavily in the summer-long campaign.

nintendo summer campaign nintendo summer campaign

Giant "totem poles" will also be installed at some of the biggest events and music festivals over the summer, to give gamers a chance to experience the latest games.