I just watched a Futureshop Christmas commercial and it had a Dad buying DS games for his kids. I cannot remember exactly how it went, but the Father was having trouble and the Sales girl said something about having great Ubisoft casual games for his kids, to which the dad replied "so more then just games for the Hardcore gamers like me, har har har" (the dad looked 40 - 45) The commercial then proceeded to show the boxart to a few casual "gems" from Ubisoft.
It was so corny and lame and the "Harcore Gamer" Dad was so unbelievable, I almost broke out laughing.