The focus of the push, created by Karmarama and MEC, is to entice people to try out the device, which enables users to see games in 3D without glasses.
The first TV ads, which broke on 1 March, feature gamers using the 3DS. The ads direct viewers to Nintendo's website, which has details of roadshows where they can try the consoles.
The campaign will be refreshed at Easter, in the summer and before Christmas. Digital activity will also form a key part of the strategy.
The 3DS was due to launch last Christmas, but will now be available from 25 March.
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