In the 1990s and early 2000s, YouTube did not exist, and television dominated marketing. Ads were bolder, louder, and sometimes a bit reckless compared with today. This piece looks back at those days when Crash Bandicoot often stole the spotlight by teasing Mario, Sony released a haunting video with a doll, and SEGA claimed there was no real competition.
Nice ad for Super Smash Bros.
The debut of Super Smash Bros. arrived in 1999 for the Nintendo 64. The fighting game brought together fighters from Nintendo’s iconic franchises. One early commercial featured people dressed as Mario, Donkey Kong, Yoshi, and Pikachu. The look was charming yet exaggerated, a blend of affection and caricature.
The character mashup was endearing at first, then the clashes began. KCL Productions produced this memorable campaign and continued creating trailers for Nintendo through the GameCube era. The creators could have chosen a gentler route, but they opted for something more provocative, unlike the somber promo videos that accompanied some Mortal Kombat launches.
A cheeky Sega Genesis ad
During the 1990s, Sega Genesis marketers openly challenged Nintendo, trying to win back audience and market share. They claimed their console offered more power, and spoke to a teen audience willing to push boundaries. The advertising laws at the time allowed such bold claims to be aired on TV, so the campaigns leaned into them. One famous line declared that the Genesis games were more mature, interesting, and technically advanced. The tagline echoed through the era: Genesis does what Nintendo doesn’t!
Pushy and funny Sega Saturn ad
Sega’s Saturn ads introduced Segata Sanshiro, a martial artist portrayed by Hiroshi Fujioka. He became a legendary, audacious mascot—arguably the most outrageous in video game history. In commercials, he wore a kimono and demonstrated martial moves without doubles, urging everyone nearby to play the Saturn. The ads often featured impromptu beatdowns and playful stunts, a spectacle that was hard to forget.
Segata Sanshiro faded after the Saturn’s demise, though the character lingered in some Sega titles like Sonic & All-Stars Racing and Project X Zone 2. In 2020, to mark a milestone, Sega introduced a new mascot named Sega Shiro, portrayed by Maito Fujioka, the elder son of Hiroshi Fujioka. The portrayal carried a gentler vibe while preserving a nod to the brand’s bold spirit.
Hooligan commercial for Crash Bandicoot
In the 1990s, Sony positioned itself as a challenger to Nintendo after the PlayStation’s release. Crash Bandicoot—featured as Sony’s top mascot—starred in a flashy, console-exclusive 3D platformer meant to rival Super Mario 64. A series of ads from 1996 aimed to cast Nintendo’s offerings in a less favorable light, with the studio describing Crash as a disruptive force in the market.
In one notable spot, a character dressed as Crash drives to Nintendo headquarters and declares to Mario that his era is ending. The Crash Bandicoot franchise remains active in governance by Activision today, and the release of Super Mario titles continues to perform strongly for Nintendo. Meanwhile, Crash’s exact popularity fluctuates in a market that has seen its share of upheavals.
Today, Crash Bandicoot N. Sane Trilogy is still celebrated by fans who enjoy classic platforming action and the lively atmosphere of early 3D gaming.
Do you like ads for old school games?
PlayStation 3 creep ads
Earlier discussions touched on a surreal PlayStation 2 commercial created by David Lynch. In the mid-2000s, Sony spent around 150 million dollars marketing the PlayStation 3. One of the early PS3 ads was deliberately unsettling: a revived doll appears in the same room as the console. At first it reaches for the device, then a demon seems to inhabit it. The experience is jarring and memorable, inviting viewers to look closer.
Friendly PlayStation 3 ad
After the unsettling campaign, Sony opted for a friendlier approach. The company introduced a fictional business executive, Kevin Butler, portrayed by actor Jerry Lambert in PS3 commercials. In these spots, Butler exudes charisma while showcasing features like Killzone 3 and PlayMove, all with a wink that aimed to reassure a broad audience that PS3 games were appealing to households, workers, and teens alike.
A hip-hop take on The Legend of Zelda
While The Legend of Zelda remains one of gaming’s most enduring icons, early promotion of Link’s adventures relied on bold, creative tactics. The 1990s brought an ad campaign that used real rap to market Link’s Awakening for Game Boy, a playful nod to the game’s magical world. The remake for Nintendo Switch later earned a spot among top titles for its engaging gameplay, a testament to the series’ lasting appeal.
The Japanese promo for The Legend of Zelda: A Link to the Past on the Super Nintendo pushed even further, with Link dancing to an energetic hip-hop beat, a choreography that echoed Michael Jackson’s iconic performances. The ad left a memorable imprint on many viewers.
The remake of The Legend of Zelda: Ocarina of Time for Nintendo 3DS, released in 2011, also receives nostalgic attention for its tribute to Link and Princess Zelda, capturing the essence of the original while introducing it to new audiences.
Metacritic has noted The Legend of Zelda: Breath of the Wild among the top 50 games released since 2010, underscoring the series’ enduring influence.
There used to be a wealth of bold, eye-catching ads for games and consoles, and that era remains fondly remembered. Which advertisement from the past stands out to you? Share your favorite in the comments.
Which ad from the article did you like the most?
Source note
There was a broad spectrum of campaigns—some wild, some clever—across two decades. The era’s fearless marketing helped shape how players remember classic consoles and beloved characters, from sheens of neon to moments of pure humor. (VG Times)