Nintendo is bringing the might of its marketing machine to bear on prime-time TV, as it teams up with Five to search for contestants for a new eight-part show, Britain's Best Brain.
The show will see contestants tackling five tasks in an episode, each of which will focus on different parts of the brain -- memory, co-ordination, numeracy, recognition and risk. Success in these tasks will add to a contestant's 'brain score', with the highest scorers competing against one another in a grand final.
To make sure only the cream of British intellect is on the show, Nintendo has kindly volunteered its hugely popular Brain Training software to help find the best contestants. To be in with a chance of appearing on the show, potential best brains must undergo a series of mental tests on DS and Wii, including games such as Dr Kawashima's Brain Training, Big Brain Academy and, rather strangely, Wii Fit. This isn't the first time Nintendo has teamed up with a broadcaster, having sponsored Channel Four's '4laughs' scheme back in 2006.
Nintendo has made extensive use of celebrities in the last few years to advertise its consoles, ranging from Hollywood A-listers such as Nicole Kidman, through to homegrown music stars Girls Aloud (pictured) and even Tottenham Hotspur manager Harry Redknapp and his celebrity family.
Auditions for the show will be running from 4 July to 16 August at various locations across the UK.