There's quite a lot of double page spread adverts in mags such as Games TM and Edge, but all they say is Wii in huge letters, and a date. It's not really helpful to people who don't know what a wii is. Still, it was a games mag, so I doubt there's really anyone who didn't know what a wii was...
Also: I didn't like that advert very much, but I think it'd be quite good for cinemas.