Press Pause 8.06.07: Best TV Spots
Posted by Cory Moore on 08.06.2007
Blast processing, double lifestyles, furry animals, and stereotypical Japanese guys. Is this advertising, or just another bad late-night Sci-Fi flick?
Like just about every other internet junkie, one of my guiltiest pleasures is YouTube.
YouTube has everything. Hilarious jigging, some halfway decent karaoke singers, and sports highlights out the wazoo. From wrestling titantrons to movie trailers from the 1980s, if you can name it, you can probably find it. So a few weeks back, it did not come as a shock to see there was massive E3 coverage on…you guessed it…YouTube. So since I couldn't attend the event in person, the next best thing is watching it on there. As is the case with my semi-nightly viewing habits, one link led to another and somehow I ended up watching video game commercials from various decades. Which leads us to this week's topic…
The Selling Point A look at the Best Video Game TV Commercials, Past and Present
Advertising for video games has always been somewhat of an enigma. It's just like food: You can salivate over it all you want, but you don't really know the experience until you go and try it for yourself. While it can be a tricky business, a clever and properly executed idea can make anything seem attractive. See? I have actually learned something from my journalism classes! Anyway, I thought we'd take a chronological look back at the best TV spots for video games and why they worked. Without further ado…
Promoting: Sega Genesis hardware The Concept: This ad campaign was actually a series of commercials to promote the Sega Genesis' exciting library of games while making Nintendo's titles look, well, boring. The commercials also highlighted the Genesis' blast processing, the fancy term for the system's ability to pull off faster video speeds than the SNES. The Impact: When Sega was slipping in the 16-bit race, smearing the opponent was one of the few options left. Truth be told, the Genesis did have the better library of games at the time. Sonic 2, Michael Jackson's Moonwalker, an uncensored Mortal Kombat, Street Fighter II: Championship Edition, and 2-player Streets of Rage trumped most of the SNES library at the time. And give Sega credit, because the campaign highlighted these superior products. The aggressive nature of the ads targeted kids who wanted to be ‘hip' and in turn moved a bunch of systems. And with this series of commercials, Sega took a bold step that would be felt for years to come: calling out Nintendo with emphasis. The campaign, quite frankly, was nothing short of brilliant. It's one of my all-time favorites.
Promoting: Sony Playstation console in the U.K. The Concept: "In the day, I do my job…but at night, I live a life of exhilaration." In this UK advertisement, we learn of a mysterious, double life many ordinary citizens live. They confess to heading armies, crushing worlds, and disregarding morality. We are left to wonder what this common hobby may be until the slogan, "Do not underestimate the power of the Playstation," pops up at the end of the commercial. The Impact: This ad perfectly demonstrated the mature movement in gaming just before the turn of the century, not-so-coincidentally led by Sony's Playstation. The commercial presented a variety of lifestyles: from teen athletes to young adult couch potatoes to mid-life cross dressers. Despite their differences, each personality is united by a common interest: video games. The spot stressed that the hobby could break down barriers, cross boundaries, and bond people like never before. Either the advertising teams at Sony were psychic, or they really knew what they were talking about. Maybe both.
Promoting: Super Smash Brothers on Nintendo 64 The Concept: Some of Nintendo's best known mascots are hopping through an open field on a bright, sunny day to the tune of the Turtles' 1968 hit song, "So Happy Together." When the record halts, the characters stop playing nice and open a nice can of…well, you know…on each other. The Impact: Sega may have botched its chance to take over the video game world, but it still left its imprint on how people would perceive Nintendo. Sony's aggressive advertising didn't help matters for the Big N, either. Rather than lash out or give in to pressures, Nintendo took the criticism in stride and poked fun of itself with this advertisement. The first time I saw this commercial, I was taken aback. Then, I started rooting for the overgrown Pikachu, because there's nothing quite like getting your teeth handed to you by the most friendly Pokemon of them all. This ad is pure fun, plain and simple. If you don't chuckle when you watch it, you have no soul.
Promoting: Xbox 360 console The Concept: A manic sports bar crowd is experiencing the excitement of a soccer game, with the fans' passion heating up after every "GOAL!!" shouted by the announcer. We then see two gamers with 360 control pads, nudging and taunting each other subtly from the elevated structure out of the crowd's sight. Perhaps not knowing it is just a video game, one fan takes things a little too seriously. As the action pounds at a furious pace, the grizzly fellow hops up, yanks the TV from the wall, and hurls the set into the sea of soccer nuts! The Impact: I believe the sports bar in this commercial is a subtle nod to the Xbox Live online service. Sports bars are fun because you constantly interact with strangers; even if the interaction is by cheering at separate tables. In online gaming, people log on and test their skills against the best in the world, despite rarely ever meeting them face-to-face. During big sports games, the connection in the bar only heightens, as you can dive into conversations despite the fact that you'll likely never see the people again in your life. Similarly, even the most experienced gamers feel a connection with comrades or enemies in the heat of an intense Xbox Live match. I'd argue that the commercial relates the experiences, albeit indirectly. Sadly, I don't think I've ever seen the ad outside of YouTube, which is a shame because the concept is great.
Promoting: Nintendo Wii hardware and software The Concept: A duo of Japanese businessmen – looking a lot like government agents – travel to various American locales and present residents with a new way to play games, the Wii. The spots show families having a blast playing motion-enhanced games. When the families get their share of excitement, the visitors pack up and leave. Mission accomplished. The Impact: Words don't do the Wii justice. So, it is only fitting that a TV spot hit the nail on the head. It shows everyone in the room – from kids to adults – having fun. They're making goofy faces, posing in awkward stances, and flailing their arms about. Most of all, they're smiling and laughing while they do it. Simply put, the commercial is true to the product. It may be over exaggerated a tad, but the scenes from the ads do not stray too far from the gatherings I've had in my own game room. Oh, and never underestimate the marketability of stereotypical Japanese guys. As generic as they may be, we love them to death.
Now, let's pause and reflect on today's topic…
• Subtlety in commercials can be intriguing, but a straightforward approach cannot be discounted, ether. It's all about execution.
• Advertising can lead people in the right direction, but the consumers will only stay for quality products.
• Cuddly animals beating the life out of each other is gold.
Feedback, questions and comments are always welcome. I respond to everything I get so feel free to fire away! Next week's topic will focus on the video game behemoth known as Madden NFL, just a few days before the 2008 installment is released. Until then, peace.
