Videogames in other media: Gaiden

Modern family playing DS in underwear

Just rediscovered this image on my phone. I took this photo a few months ago in Taiwan. Note how Nintendo DS is used to enforce the “new stylish MOMENT”. What I’ll never get is why fashion ads in Taiwan often feature Caucasians – certainly that’s the current global beauty ideal, but the typical anatomy proportions are just so different so the self-projection doesn’t work. There’s no way Jude Law’s look would work for me.

For big brands, I can see identity (and maybe economic) reasons for creating globally unified ads. But this crappy no-name ad just seems awkward to me. But I digress. It WERE the DS’s that caught my eyes.

Yu-Chung Chen

Yu-Chung Chen is a designer working primarily on video games. He studied at Köln International School of Design and has contributed to a number of published games. Currently he works as a freelance UI designer at Keen Games.

4 responses to “Videogames in other media: Gaiden”

  1. Krystian Majewski

    So wait, you mean this is actually an underwear ad?

  2. Yu-Chung Chen

    oh so it didn’t came out clearly enough.
    Yes it’s a underwear ad.
    On the big image that is now linked you can see the packages on the rack, a little bit.

  3. Krystian Majewski

    I must say, it looks slightly pedophile. But then again, all children’s underwear commercials do.

  4. Digital Tools

    Hm, I wonder what the “stylish moment” should be? Returning from the shower, while playing DS? Playing DS in underwear the whole day? Anyone please help!


The Game Design Scrapbook is a second blog of group of three game designers from Germany. On our first blog, Game Design Reviews we describe some games we played and point out various interesting details. Unfortunately, we found out that we also need some place to collect quick and dirty ideas that pop into our minds. Hence, welcome to Game Design Scrapbook. You will encounter wild, random rantings. Many of then incoherent. Some of them maybe even in German. If you don't like it, you might enjoy Game Design Reviews more.


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