Not that long ago, it was reported about the outrage spreading among the UK games development sector, sparked as a result of a government sponsored initiative called Change4Life aiming at making the nation healthier. Whilst the goal is clearly worthwhile, the content of their adverts specifically targeted games as a harbinger of early death, thus the petitions and lawsuits began. In their new advert, however, it seems they have listened as gaming that requires physical activity has been cited as a virtue worth promoting.

The anti-obesity advertising strategy aims to push the message that not enough children are doing the recommended 60 minutes a day of some form of physical activity. Solutions include the more obvious examples such as walking to school and playing in the park, but in a shocking U-turn from previous adverts also includes products such as Wii Sports or Wii fit.