The campaign is aimed at the more casual crowd, but it seems to take a shot at the core gaming community.
Even more than the Wii, smartphones are responsible for introducing videogames to an audience that wouldn't normally play them. They also introduced the idea that there are a broad spectrum of people that play videogames but don't consider themselves to be gamers.
Nintendo's new ads target those folks directly, by showing celebrities playing games or using their 3DS systems while declaring "I'm not a gamer." The ad seeks to remove some of the stigma from buying dedicated videogame systems, but it seems to imply that self-identifying as a gamer is a bad thing. It's an interesting attempt – only time will tell if it helps move handheld systems for Nintendo.
Source: Game Informer