TV personalities Ant and Dec are to front Nintendo's new Christmas marketing push in what the company describes as its "biggest ever entertainment campaign."
The first wave of ads will air from October 16 in the UK and will be featured during primetime Christmas programming on multiple channels, with Nintendo also recruiting members of the public to star alongside the duo.
"Given Ant and Decs popularity with everyone from grandparents to grand children and with the broad appeal of Nintendos products from ages five to 95, we knew theyd make the perfect partner for the brand," offered David Yarnton, general manager of Nintendo UK.
"Nintendo has helped introduce a whole new group of people to the joys of gaming and we cant wait to see Ant and Dec bring some of their natural charm and wit to Nintendo families up and down the country."
Nintendo has indicated that the ongoing partnership will include game development, although when pushed said "we're not talking about development yet - we're going to do that post Christmas."