Nintendo
DSi XL

To promote the U.S. launch of Nintendo’s DSi XL, we created a TV spot built around a simple, instantly recognizable Nintendo truth: in the Mario universe, a power mushroom makes you bigger. We used that same visual logic to communicate the product benefit, showing the DSi “power up” into the DSi XL so audiences immediately understood what mattered most: a bigger device and a bigger screen for portable play.

To launch the bigger DSi XL, Nintendo did what any Mario fan would: it fed the console a power mushroom.