It's not often that advertisement is news, but the Super Bowl is a law into itself when it comes to advertising. Huge audiences lead to insane prices and those combine to lead to a marketing blitz like little else as specially designed advertisements, and new campaigns kick off showcasing all sorts of things. That's what makes it noteworthy that Nintendo has decided to step up and launch their first-ever Super Bowl ad for their upcoming console, the Nintendo Switch.
It's also a show of confidence due to the pure cost of getting an ad up. Variety reported that Fox was charging over $5 million for a 30-second commercial during the Super Bowl this year, and with the prices now over double the roughly 2.5m cost it was in 2006, it is perhaps no surprise that this is Nintendo's first appearance at the big game. The high cost, a cultural divide, and a marketing plan that's often more reliant on word of mouth and brand recognition all make it something that logically Nintendo had previously avoided. But perhaps like Chrysler in 2011, Nintendo is planning here not just to reach a wider audience but also make a statement on their position by being able to afford and run such a costly and wide-reaching advertisement.
Speaking on the matter Nicolas Chavez, Nintendo of America’s Vice President of Marketing had the following to say about their placement of the ad in the Super Bowl:
“The most anticipated video game system and video game of the year will be seen on the biggest stage of the year. Nintendo Switch will change how, when and where people play games. It’s only fitting that we’re changing how, when and where we advertise those games."The commercial itself features the recently premiered song Believer by Imagine Dragons and has both an extended cut (below) and a 30-second version uploaded online. The advertisement takes the opportunity to showcase the Nintendo Switch's versatility and mobility in being both a home console and handheld device. The shortened version focuses game wise solely on The Legend of Zelda: Breath of the Wild, while the extended cut features parts from ARMS, Splatoon 2, and others that have been announced.
What do you think of Nintendo's first Super Bowl commercial? Do you think it is worth the money it cost? Do you think that it does a better job of presenting the system then the Switch Event from last month? Share your thoughts in the comments below!