Well I wanted to kick off my articles section with something that I have been wanting to write about for a while. That will probably come later, and you will know it when it does. But I decided to write this article instead.
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I was in the theatre the day after Halloween because the theatre decided not to show Texas Chainsaw Massacre any later than at 9:30pm on Halloween. I had gotten to the theatre early - as always - and got a seat. I was expecting to get a little scared perhaps, but nothing would bombard me like the pre-movie commercials would.

It is hard to describe the emotion for finding things irresistibly cute. You have to make cute expressional faces when you describe that kind of emotion. I have heard that in other languages there are dozens of ways to say love. We don't have one word that describes finding things so incredibly cute that you're filled with ... cuteness. Well this feeling is what I got when I saw a class room full of 10 - 12 year old Asian children get set free upon the world to indulge in their passion for Nintendo.

In the same way that you can point out McDonald's golden arches, you can recognize Nintendo. Some of us grew up with Nintendo being of much larger importance in our childhood than others. For me I wanted nothing but a Nintendo Entertainment System. Since the day that I played Super Mario Bros. in a time release arcade cabinet, sitting right next to a Donkey Kong Jr. cab, I knew that I would always love that Italian plumber.

By growing up with Nintendo for as long as I did, I know that given the powers, I too would leap over my parents on a release day. I would fly to the top of obstacles and run the tops of subway trains to beat out all others heading towards that same destination as I. Not even getting hit by a car would impede me reaching the destination.

Yes, Nintendo got it right. Some magical formula was concocted to bring to life the entertainment and ... cuteness that their new commercial fills you with. The song, written by Mayumi Kojima, which plays though out the commercial just adds to the feeling of this magic. It was great to get that feeling about Nintendo again.

The movie, on the other hand, filled me with quite different emotions. But the commercial was still powerful enough to have my wife and I talking about it while rummaging through the refrigerator after returning home. I wish that the English language had better emotions.

I am really enjoying what Nintendo is doing of recent. They really are trying to get the kids, while not forgetting that there are still adults that enjoy their products. Nintendo's new advertising campaign, titled "who are you?", really captures the feel of Nintendo's main franchise iconic.

As stated, imitation is the most sincere form of flattery... or something like that. Well their "who are you?" campaign has been mocked by Something Awful already and I am sure many others. But this is because Nintendo has made everyone associate with their advertising. Now this whole advertising campaign is more than likely nothing new. Most of you know this. But I don't watch TV, waste of time mostly. These commercials made me wish that I watched more TV.

Needless to say I have regained some of the love and magic that I use to have for the behemoth of a company that Nintendo is. If you can't feel the magic you're numb inside and I, for one, feel sorry for you.

-Shaper M.C.