Promotional Consideration: Humanitarian aid crosses with the DS
by Eric Caoili 
{ Apr 13th 2008 at 6:30PM }
Promotional Consideration is a weekly feature about the Nintendo DS advertisements you usually flip past, change the channel on, or just tune out.
As we've discussed before, a company's logo or branding can be just as important as the commercials and ads used to promote a product. This week, we'll take a look at a print piece that combines our favorite handheld with one of the most recognizable emblems in the world. Join us past the post break!
Left. Right. Up. Donate blood.
Though this ad pokes fun of gamers, suggesting that your play time would be better spent on "real world" matters, the chiding seems weak, merely a creative vehicle to get your attention and its message across.
After decades spent controlling thousands of games with the directional pad, one of Gunpei Yokoi's many contributions to the industry, we rarely, if ever, associate the symbol with the Red Cross emblem, a reversed Swiss flag. Seeing the controls recolored to reveal the similarities, though, we're surprised someone didn't make this ad sooner!
Interestingly, the Beirut arm of advertising firm Leo Burnett was commissioned for this piece. The North American division of Leo Burnett (as well as many other divisions of the multinational company) manages Nintendo's marketing and advertising. We wonder if Nintendo minds the jab to its customers ...
If you would like more information on the Lebanese Red Cross, please visit the organization's official site. You can also learn more about the history of the Red Cross's different emblems at the ICRC's official site.
[Via Communicadores]
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Reader Comments (Page 1 of 1)
Pie Pants @ Apr 13th 2008 7:25PM
"We wonder if Nintendo minds the jab to its customers ..."
I don't think so. Imagine the reaction they'd get from the community if they started picking on the Red Cross, of all organisations.
I think it's a pretty clever ad anyway. The D-pad similarity never occured to me either.
manaman @ Apr 13th 2008 7:47PM
Yeah,
That really is a brilliant ad. Wonderfully done. I love how simple yet effective it is. I don't mind the jab. It's not really even a jab in my opinion. It's just saying "do it" and inferring that you can by giving blood. Saving the world in a video game isn't the same as saving the world in real life, right? So, the distinction is more necessary that antagonistic.
Just my thoughts,
manaman
cosmo2389 @ Apr 14th 2008 4:18PM
Did anyone else notice that the microphone is missing?? While it is pretty neat, the lack of the microphone makes me think that it is a mock...
iruka @ Apr 14th 2008 7:08PM
no volume control either.. and holes for the speaker
samwyse @ Apr 14th 2008 9:12PM
I suspect that they photoshopped a picture to make the d-pad red, and erased extraneous/distracting elements at that time.
cosmo2389 @ Apr 15th 2008 9:20PM
Yeah, you're both right. Come to think of it samwyse, it would be best to remove those elements I suppose... So I guess it does make sense!
DaveyidEcks @ Apr 13th 2008 9:57PM
I don't think this is a jab at video game players at all. I think it's an invigorating, empowering add towards gamers. Donating blood is something everyone should do as it helps so much and your body just replenishes... it's like finding a team health pack!
hvnlysoldr @ Apr 14th 2008 12:17AM
Not as bad a jab as Time's 100 con against Miyamoto.
Author X @ Apr 14th 2008 12:28AM
I actually like this ad - I must admit, I don't get defensive every time someone implies that playing a video game is not the most important thing I could be doing in an afternoon >.>
What I'm saying is, I wouldn't have even thought of it as a "jab" or "chiding" if you hadn't presented it that way.
Mind you, it is amusing that after the Canadian Red Cross complained about video games using the symbol a couple years aback, now a different Red Cross organization is using video game imagery to promote their efforts.
Incidentally, I do try to give blood regularly... "try." I have small, very hard to find veins, and most likely the fact that I'm out of shape and have some fat on my arms doesn't help.