The evolution of Japanese game commercials

The power of music (2001)

There had been J-pop-game-CM crossovers before, but 2001's PikMin commercial spawned a hit of its own, with its theme song released as a single due to popular demand. Indeed it was so popular that it sold a million copies and topped the charts, making lots of other CDs very jealous.

Play this charming ditty to any Japanese person and they'll tell you it's "the PikMin song", and that's the real evidence of the CM's success. It's not the band's song (sorry band, whoever you are!), it's the game's. These days, having your song attached to a game CM is practically mandatory for J-pop acts who want to conquer Japan.

Sex sells - well, durrr (2002)

Like Ebi-chan's presence in SEGA's Puyo Puyo CMs a few years later, only a thousand times more blatant and shameless, Capcom's Devil May Cry spot pitches an attractive idol to help sell a game. It's not the oldest trick in the book, but it is one of the most effective. And at least with this attempt there is some kind of logic to it: we hear a voice saying "Oh, that's a nice pose! That's a cool pose!" while seeing what could pass for such poses in-game, and then the camera cuts to reveal a photographer who was actually praising his idol. Who is standing on his chest. Waving a sword. In a bikini.

The sexy game CM is now an intrinsic part of Japanese TV, and it won't go away no matter how many letters of complaint your grandmother sends to the Japanese TV Standards Office - because your granny can't write kanji.

Comedians heart games: true (2009)

And this is where we are today. Sharp white backgrounds (colour may vary according to company, but probably won't), humour, celebrity, an air of sophistication. Of course the hyperactive ads still exist - mostly for pachinko simulators still being released on the PS2 - but the prevailing trend is one of elegant simplicity. Which, after all, is what the whole wa thing is all about.

The stars of this particular CM, for Nintendo's DSi, are popular manzai comedy duo Audrey. Guy on the left introduces the DSi as being equipped with a camera, and Kasuga (the chap in the pink jumper) says, "Women, my camera is aimed at you!" to which the guy in the suit replies "I'd like you to get away from here immediately!", implying that Japan's womenfolk are at risk from the gaze of Kasuga's DSi.

That's the tone of the humour. But more important than the content of the modern CM is the cast, and it's now extremely rare for a game to be promoted without the backing of a major Japanese celebrity or, preferably, a dozen of them. The future? More celebs, no doubt. What a scary thought.

September 3, 2009

Why Japanese game ads are the best in the world
Putting other commercials to shame

Game Ads of Yesteryear
Olde tyme game propaganda we dug out the closet

The bluffer's guide to Japanese gaming
Your Japanese game crib sheet: don’t leave home without it


  • Taloh - September 24, 2009 12:04 a.m.

    The last one reminds me of the Mac vs PC commercials.
  • EmmaXII - September 8, 2009 9:12 p.m.

    Wow! The commercials have really come a long way! Oh yeah! Mite b waaay 2 late 4 dis bt @Tobio, looks like u didnt read it either! All u did was dis @conman93 Same wit U @chrisda! So wot r ye talkin bout u hypocrits!!
  • TKTOWA - September 6, 2009 8:47 p.m.

    So when I began reading this I was thinking "They better mention Segata Sanshiro or I'll probably puke on myself." Thank you for doing just that. Sega Saturn is my favourite console and Segata is my hero.
  • aatinko - September 6, 2009 1:06 p.m.

    Wow, those Japanese folk totally ROCK, they always have! RT
  • MitsuharuSan - September 4, 2009 4:46 p.m.

    I love it, brings tears to my eyes! Good old Nihon... Thanks for the awesome article.
  • dweller - September 4, 2009 4:22 p.m.

    At this point I've seen the dancing Legend of Zelda advert several times. And I'm still not tired of it. Advertising!
  • iKOemos - September 4, 2009 4:42 a.m.

    All of these are EPIC WIN!
  • lovinmyps3 - September 4, 2009 3:59 a.m.

    I love Japanese commercials. They're way more creative than American ones.
  • MechGyver - September 4, 2009 2:45 a.m.

    Final Fantasy X = Chrono Cross
  • MetalGearFlaccid - September 4, 2009 1:19 a.m.

  • RebornKusabi - September 3, 2009 11:31 p.m.

    I absolutely ****ing love that "Zelda Rap" video XD
  • gutlessVADER - September 3, 2009 10:49 p.m.

  • bonerachieved - September 3, 2009 9:24 p.m.

    God i love these haha, theres more videos on youtube that like completely destroy these commercials and make them make NO sense at all haha.
  • shaft121 - September 3, 2009 7:41 p.m.

    Ooh, jealous Tobio. One day you will get to say that too.
  • Felixthecat - September 3, 2009 4:26 p.m.

    Pikmin is'nt spelt PikMin.
  • Cyberninja - September 6, 2009 1:26 a.m.

  • neon6 - September 4, 2009 4:16 p.m.

    Those Manzai acts are awesome.
  • DrDack - September 4, 2009 3:45 p.m.

    The Legend of Zelda ads remains one of my favourite game ads of all time. It just doesn't get much better than cross-dressing and toilet paper mummies.
  • BlackElement17 - September 4, 2009 3:55 a.m.

    I saw a web documentary on Segata Sanshiro once, it was entertaining

Showing 1-20 of 28 comments

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