Oh my god, I just saw another cut of the UK tv advertisments for the latest feather in Nintendo's cap, Wii Music.

I've not read any formal opinion on this product at all, I don't need to. I had a sneaking suspition that taking the basic (and I mean that in the loosest) format of your Rock Hero World Band: Mania! style game, and making t shit, sorry acessible was never going to work.

My proof of this has been the horribly self conscious rictus of the "Dad" in the tv advert. The whole thing just proves that Nintendo actually had no idea just why Wii Fit was so successful. I see now that it was just a case of "with this technology we could do this..." and it happened to take off. I mean I'm no gaming industry guru, but if one of your employees came up to you and said "if we pretended the controllers were instruments then we could do this...[Wii Music]", my answer would be "You are fired", not "Awesome, I think we'll lead with that at next year's E3".

Anyway, what was I on about? Oh yeah - the guy in the Wii Music advert. The Marketing guys Nintendo UK are using were clearly good enough poker players to sit there and convince the Nintendo staff that it could become another lifestyle product if marketed in the same way as Wii Fit was. They guy in the advert though, he know''s. He clearly still has a healthy soul, and every last bit of it is writhing in agony as he bravely tries to smile over it and pretend he's having a good time.

It's a shame, my take is he took a gig he didn't like because he's got bills to pay or a family to feed. Yeah, it's a real shame because he clearly just went straight out after filming and spent everything he earned, plus a bit more on the hardest drugs he could get his hands on. Just so he could face his family again.

And if you go out and buy this game, the blood from his nose is on your hands. YOUR hands!

And anyway, assume for a moment we were to spend any time with the game. The way I see it, it has merit if as a really bit of fun for very young kids. Except the adverts are attempting to position this as fun for 'all' the family, or not even that, as an evening in for a bunch of trendy twentey somethings - what?

At a time when video games are finally starting to break through into the mainstream media as a valid form of entertainment, this is something of a step in the wrong direction, thanks for that Nintendo.

I wasn't there at the NES days, but I basically grew up with Nintendo over the years, they were always good clean fun and had an overriding sense of charm. Two things are happening here. In an industry which I feel is coming of age, we've got one of the gang that's continuing to behave in such a childish manner it's starting to become embarrasing for the others to associate with it. I'm not saying companies can't develop games for a younger audience, but you have to realise which products to target at which groups.

Ok, so on the one hand you've got Nintendo's innapropriate behaviour undemining the efforts of the rest of the industry to generally grow and make more of the non-gaming public take it seriously. On the other you've got one of the games companies that I grew up with, and always highly regarded that's suddendly lost all apparent sense of reason, and that can't even make the distinction between things that are fundamentally good and things that are bad.

It's all a bit sad really. And that's my rant over.