It's very consistent with what we've been seeing in Europe for a long time. We've had big stars like Beyonce and Nicole Kidman promoting DS games (and I guess those were aired in the US too), but there's also been commercials with Dutch TV hosts talking about WiiFit and Pokémon. Feels like a continuation of that theme.
In regard to this. Didn't NoA just hire a new marketing VP a few months ago? Wonder if he's even started yet. I know for a while there they didn't even have one in the position after the last one left and that could explain for why things have been so bad in regards to NoA. However that excuse can't be used now.