In 2011, Iwata helped to institute Nintendo Direct, a series of online press conferences open to all that revealed upcoming Nintendo games and products outside of typical industry channels. These videos were often quirky and humorous, reflecting the personality of Iwata himself. This stood completely against the generally serious tones displayed by Sony and Microsoft. One such video displayed a mock battle between him and Nintendo of America President Reggie Fils-Aimé to showcase the inclusion of Mii characters, Nintendo digital avatars, in "Super Smash Bros. for Nintendo 3DS" and "Wii U". These frequently spurred the creation of Internet memes; such memes include the phrase "please understand" which was often used by Iwata for delays or other negative news, adding "[Iwata laughs]" to forum posts as a reference to his frequent laughter in segments of Iwata Asks, and images of Iwata staring silently at a bunch of bananas as part of a pre-recorded E3 2012 video to promote the "Donkey Kong" franchise.