Nintendo of America has revealed that the launch of the DS in the United States will see the largest marketing campaign spend ever for a Nintendo product, underlining the importance of the upcoming head-to-head with Sony.

The promotion strategy carrying the Finbar Saunders-pleasing ‘Touching is Good’ tagline, will see advertisements in print, online, on all major TV networks and in cinemas nationwide.

“The campaign for Nintendo DS marks a different, bolder approach for Nintendo,” says George Harrison, Nintendo of America’s senior vice president of marketing and corporate communications. “We think such a radically different and creative device like Nintendo DS deserves the backing of an equally innovative and provocative marketing campaign.”

An adult theme will be applied to the campaign, featuring a sultry female voice purring that viewers of the TV commercials should begin touching their sets, with sexual undertones appearing in all other media.

Oh behave, etc..

No word yet on how the DS will be backed in the UK and the rest of Europe, though it is well known that the DS is Nintendo’s top priority in all regions, with the console expected to hit the EU towards the end of March 2005.