Kyary Pamyu Pamyu helps to promote New Nintendo 3DS

Nintendo have once again turned to celebrity endorsements, with Kyary Pamyu Pamyu helping to spread the word about the New Nintendo 3DS.

The Japanese model and singer takes a star turn in a particularly vibrant commercial that begins with Kyary tapping Mario on his noggin. That sparks a cascade of colour, with Nintendo’s illustrious cast of characters appearing and being completely transformed with new outfits and patterns.

There’s meaning behind it all, naturally, promoting the numerous “Kisekae” plates – or changeable covers – that will be available alongside the handheld’s launch in Japan this October. Kisekae means to “dress up” in Japanese, which, coincidentally, is the name of Kyary’s song playing in the background.