SEGA Saturday Morning Ads

Classic SEGA Ads: F-Zero GX for Nintendo Gamecube will make your heart race

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It has been a little over 14 years since SEGA went third party, and while at the time it was a shock to learn that the company would be releasing games on once rival consoles, now most fans have grown accustomed to third party SEGA. In fact, it has been so long since the announcement that now we have a whole new generation of fans who pinpoint a third party SEGA game as their introduction to the company! I’m not one to use the tired expression “I feel old”, but that realization almost makes me want to utter it (almost). Back in the early 2000s, when third party SEGA went into full swing, fans were seeing the likes of Crazy Taxi on PS2, Sonic Adventure on Gamecube, and Jet Set Radio‘s sequel JSRF on the Xbox. Shocking, sure, but nothing could give SEGA fans whiplash like the announcement that SEGA’s own Amusement Vision team were to develop a new game in a fully Nintendo owned classic franchise – enter F-Zero GX and F-Zero AX.

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Classic SEGA Ads: Super Monkey Ball 2 is like a party but better than a party!

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When SEGA made the announcement that they were going third party, a lot of fans felt the pain of not seeing SEGA games on SEGA hardware anymore. But that pain didn’t last long, as over the next few years SEGA would release a slew of modern day classics to the Sony Playstation, Microsoft Xbox, and Nintendo Gamecube. Each console had their own unique games, and each could claim a certain SEGA IP. While Xbox and Playstation owners had the more adult Virtua Fighter and Panzer Dragoon games, the kid friendly Gamecube had the Super Monkey Ball series. I’ll admit, as a PS2 and Xbox owner at the time, I wrote the Super Monkey Ball games off as kiddie nonsense. Boy was that a mistake.

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Classic SEGA Ads: “Open New Sense” with Rez on the Playstation 2

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It’s unfortunate that a game like United Game Artists’ Rez, the third and final title from the developer, ended up releasing at the time it did. One one hand it could be said that it was one of the Dreamcast’s final great games from an in-house developer, but on the other hand due to the time in which it was released over in Japan, US and European releases were at the time up in the air. While the United States missed out on Shenmue II, Headhunter, and Rez, those in Europe were lucky enough to end up with all three titles for their blue swirl emblazoned console. When it comes to digging up english language commercials for Rez, prepare to be disappointed. Due to SEGA’s shifting interests, english Dreamcast ads for the game are non-existent. In fact, when digging for UGA game ads, I didn’t even come across a Japanese Dreamcast ad for the game.

Thankfully, not all is lost! Rez saw worldwide release on Sony’s Playstation 2, and while english ads still seemingly never materialized, we did get a collection of corny Japanese ads for the game. The first, seen above, features a man on a toilet who gets into a wall pounding contest with a man who really has to go. They end up pounding the wall in rhythm, and in turn they “Open New Sense” before the man outside punches straight through the wall.

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Classic SEGA ads: Space Channel 5’s killer Dreamcast commercial

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SEGA fans love to wax nostalgic on old commercials. Whether they’re the fast paced and competitive ads of the Genesis/Mega Drive era, the bizarre ads of the Saturn era, or in the case of today’s featured SEGA ad, the American Dreamcast campaign featuring fun vignettes taking place inside the console. We’ve featured an ad from this campaign before, and its no wonder we’re going back to the same well because it truly is one of SEGA’s best. The campaign’s concept was simple. Viewers would be introduced to the Dreamcast console’s triangular orange light which acted as a gateway to a magical world inside the console consisting of several levels. On each of these was a different scenario, it could be a DJ party or it could be a sleepy cantina. Sometimes viewers would be treated to an epic crossover of characters from recently released and upcoming Dreamcast titles and every ad ended with a zoom out featuring the console, controller and the memorable slogan “It’s thinking…”.

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Classic SEGA Ads: Jet Grind Radio’s crazy BIG GO! commercial

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Jet Set Radio had a bit of an identity crisis when it reached the West. When the game was first revealed in Japan, few media outlets knew exactly what to make of the game. Was it rhythm game? Was it a Japanese take on Tony Hawk Pro Skater? From the teases we got, it appeared to be a bit of both. The first real concrete explanation of the game came from America’s Official Dreamcast Magazine, which featured an in-depth interview with Smilebit and a preview of the game. While ODCM did a fantastic job with explaining the game and selling many Dreamcast owners on it, myself included, SEGA of America did a less than fantastic job of letting the general public know what the game was all about.

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Classic SEGA Ads: Panzer Dragoon Zwei’s US Commercial

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You want to know how good Panzer Dragoon Zwei is? It’s apparently caused a nuclear holocaust. Think about that.

From what I’ve seen of them, SEGA Saturn commercials are…weird. Worse yet, they often aren’t really all that appealing. This one in many ways is kind of perfect example of that. Here they have this weird, quirky Japanese rail shooter where you destroy hoards of enemies atop a laser-shooting dragon, and what do they do? Compare dicks with the Playstation.

Of course, bit-measuring and graphics chest thumping was all the rage back in ‘90s video game advertising, but the sad thing about its use here is that it does nothing to make me want the game or the system. The commercial really is just kind of…lazy. It definitely has nothing on Japan’s iconic Segato Sanshiro campaign, or the Xbox’s Panzer Dragoon Orta commercial, which we’ll be getting to next month.

I’ll admit, Zwei is probably a hard game to fit into SEGA of America’s typical commercial formula. It has no attitude to it, and it’s very Japanese. That said, I doubt commercials like this did the Saturn many favors.

To wash the taste of this one out of your mouth, I’ve gone ahead and included the Segato Sanshiro commercial for Panzer Dragoon Saga below. It’s pretty much an abridged version of the Zwei ad, but its still got that awesome theme song!

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Classic SEGA Ads: Take a peek above deck at these Japanese Skies of Arcadia commercials

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When it comes to Japanese games being localized for the West, I tend to like it when they stick as closely to the original release as possible. I like to hear the original Japanese dialogue, have the names of characters and locations retained, see the original cover art used, and I hate it when they change the game’s title (hey, I just noticed that Jet Grind Radio broke all of these rules!). Skies of Arcadia, however, is a rare exception. When it was revealed in the pages of The Official Sega Dreamcast Magazine that Eternal Arcadia was to be retitled Skies of Arcadia, I was not only okay with this, I actually much preferred it.

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Classic SEGA Ads: Tiger Electronics puts the “L” in Virtua Fighter

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If you thought Virtua Fighter in arcades and on the SEGA Saturn was as real as it could get, Tiger Electronics asks you to think again! Released in 1995, Tiger’s R-Zone (not to be confused with Pizza Hut’s P’Zone) was a portable headset and attached controller that promised a virtual reality experience, but ended up just delivering a headache. Unlike other Tiger Electronic LCD games, R-Zone took cartridges.

Each cartridge contained a transparent LCD display, projecting the game onto a mirrored surface placed just inches from the players eye. As was the norm for VR at the time, red was the color of choice. Leeching off of popular franchises to survive, the R-Zone featured Men in Black, Jurassic Park, Batman, Star Wars, and SEGA’s own Virtua Fighter. Don’t let the ad above deceive you, despite being right in your face, R-Zone’s Virtua Fighter was as far from virtual Virtua Fighter as one could get. Wait… did that kid say “brain chop”?!?

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Classic SEGA Ads: Virtua Cop is a little too real!

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Looking back, the SEGA Saturn ad campaign in America was nowhere near as memorable as the Genesis and Dreamcast era campaigns. While the Genesis ads were funny and subversive, and the Dreamcast ads were magical and, dare I say “dream-like”, Saturn’s ads were both weird and forgettable. While some ads did stick in many people’s minds, I’m not sure it was for the right reasons. The “Fly Plaything, Fly” commercial, for example, was a risky move that didn’t pay off. SEGA did indeed beat Nintendo years prior, but in no way did SEGA’s Saturn topple Sony’s Playstation. As much as a Saturn fan that I am, I have to concede that it was the Saturn that was “not ready”.

Other Saturn era ads, like this week’s featured commercial for SEGA-AM2’s Virtua Cop, went with the gritty “is this a game, or is it real life” route. While 3D games were quite impressive at the time, and Virtua Cop is a fantastic game, it was far from being “a little too real”. In fact, those who bought and played the game would discover that Virtua Cop, much like AM2’s other games at the time, existed in a quirky arcade-like world where over the top things like a seemingly endless army of identical henchman and criminal leaders in helicopters shouting “meet your maker!” are common occurrences in the life of a cop. Had SEGA played up the frantic over-the-top gameplay of Virtua Cop, showing that the game is far from “a little too real” and was in fact like nothing you have ever played before, then maybe they might have had a better ad.

After the break, check out some Virtua Cop print ads from around the world! Could somebody explain that “Bum Bum Bum” ad to me?

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Classic SEGA Ads: The Saturn takes on the N64’s itty-bitty library

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If you asked me to make a list of what characteristics define the SEGA of the 90s, at the top of the list would undoubtably be “mocking the competition”. In an era where Nintendo was the family friendly choice, SEGA’s decision to be the rowdy cool kid in town who wasn’t afraid to shake things up and shit talk the competition got people’s attention. During the Genesis era, this sort of practice paid off. The Genesis made SEGA a household name in North America, and the company reigned supreme in the early 90s. However, due to unsuccessful launches of the 32X and Saturn, SEGA slipped in the market and in turn, attack ads like the one above lost much of its bite. Regardless, SEGA soldiered on with such ads, attacking the Playstation in claiming its single processor can’t handle a game like NiGHTS into Dreams and stating that the Saturn kicked Pretendo’s ass when it came to the respective console libraries.

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