Nintendo’s First-Ever Super Bowl Ad Features Nintendo Switch, The Legend of Zelda

REDMOND, Wash., Feb. 1, 2017 – For the first time ever, Nintendo will run an ad during the Super Bowl. The 30-second spot, which along with an extended 90-second version can be viewed at http://www.youtube.com/nintendo, builds on the worldwide excitement for the new Nintendo Switch video game system and The Legend of Zelda: Breath of the Wild game, both of which launch March 3. The ad also features a new song by Imagine Dragons called “Believer” that premiered worldwide Jan. 31.

The star of the ad, which is scheduled to run during the game’s fourth quarter on Feb. 5, is Nintendo Switch, which combines the power of a home console with the mobility of a hand-held video game system. People can play on their TVs at home, then grab Nintendo Switch and continue playing seamlessly wherever they go.

The ad also shows off The Legend of Zelda: Breath of the Wild, which breaks conventions to become the next defining moment in the classic franchise. It offers the most immersive world that Nintendo has ever created and sends players on an adventure they will never forget.

“The most anticipated video game system and video game of the year will be seen on the biggest stage of the year,” said Nicolas Chavez, Nintendo of America’s Vice President of Marketing. “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 soundtrack to Nintendo’s ad, “Believer” by Imagine Dragons, is available now on iTunes, Apple Music, Google Play, Amazon mp3 and Spotify, and is part of an upcoming new album from the band. This is not the first collaboration between Nintendo and Imagine Dragons, whose members are longtime fans of the video game company and The Legend of Zelda franchise. At The Game Awards in 2014, the band closed the show by performing a medley of music from The Legend of Zelda: Majora’s Mask with veteran Nintendo composer Koji Kondo.

The extended cut of the ad demonstrates the versatility of Nintendo Switch by showcasing the system in a variety of locations where home video games are not traditionally played, from a classroom to a kitchen to a laundromat. It also shows a number of upcoming single- and multiplayer games for the system, and how Nintendo Switch introduces fun new ways to play.

The names and launch timing of Nintendo Switch games featured in the extended cut include The Legend of Zelda: Breath of the Wild (March 3), 1-2-Switch (March 3), Mario Kart 8 Deluxe (April), ARMS (spring), Splatoon 2 (summer), Just Dance 2017 from Ubisoft (March 3) and Ultra Street Fighter II: The Final Challengers from Capcom (launch timing TBD). Nintendo Switch will be available at a suggested retail price of $299.99.

Thanks to Sergiomonty and Kolma for the heads up!


Top Rated Comment
Wed Feb 01 17 12:47pm
Rating: 5

“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.”

Finally, Nintendo! Yes!

Wed Feb 01 17 12:45pm
Rating: 1

I was wondering why Imagine Dragon did that song... i guess now we know? possibly?

Really digging the song...

Wed Feb 01 17 12:47pm
Rating: 5

“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.”

Finally, Nintendo! Yes!

Wed Feb 01 17 12:50pm
(Updated 1 time)

This is great! Personally I don't watch/care about the Super Bowl, but having this ad will get the word about the Switch out to tons of people who probably wouldn't normally be interested, so a huge opportunity for Nintendo! I'm optimistic that the Switch will be Nintendo's big comeback system and that they will be seen as a major force in the gaming industry for the first time since the Wii/DS days. Long live Nintendo!

Wed Feb 01 17 12:50pm
Rating: 1

The flailing of the kid's arms in the second spot doesnt do the precision of the Joy-Cons justice... but all-in-all, this is quite the step up in terms of Nintendo's marketing game 😊

Great commercial.

... needed more focus on the fact that you can poop while playing it, though. Oh! We need a poop game in 1 2 Switch.

1 2 Poo!

Not bad. Let's see if the public understands it better than the WiiU marketing.

It helps that it's not called the WiiSwitch.

I thought Nintendo already did a Super Bowl ad.

Wed Feb 01 17 01:39pm
Rating: 1

That was the Pokemon company. It was their call.

Excellent ads! Really dug the UK's also. Great job from Nintendo.

Wed Feb 01 17 01:21pm
Rating: 2 (Updated 1 time)

Super bowl commercial... Nintendo is not messing around.

That's where all the $$$ from selling the Mariners went... a 30 second ad.

Wed Feb 01 17 01:31pm
Rating: 1

It worked wonders for Pokemon last year. And hey--it's an ad! From Nintendo!

I wasn't sure they even knew what those were!

Nintendo made $661m from selling their majority state of the Seattle Mariners. The last I've heard a 30 sec add during the super bowl is $5m. So that's only $20m ish for those two videos. That's still $640m left. A good portion of that money is probably going towards film making if this first paragraph is to be believed.

"Can Mario save the day? Nintendo Co. is planning to make movies, using cash from the sale of its stake in the Mariners baseball team." http://business.financialpost.com/fp-tech-desk/post-arcade/nintendo-co-is-moving-into-the-film-business-after-selling-its-stake-in-the-seattle-mariners?__lsa=4bf7-24c5

Considering this will be advertised to people watching a FOOTBALL GAME, it seems a waste to not show at least a second or two of someone playing Madden with their friends at a tailgate party.

Still, glad they're actually advertising this sucker!

If the Switch had Madden then maybe...but Fifa is all it's getting for now.

Fair point. This is a TON of money, and as a marketer myself, I would have fought HARD to get EA to commit to Madden for Switch to make sure that our investment was maximized. Maybe they tried and failed at that, but based on their advertising in the recent past, it wouldn't surprise me if they overlooked it completely.
It's sad to see them miss a completely "duh" opportunity.

Wed Feb 01 17 01:36pm
Rating: 1

I've been saying for a while that they need to advertise during major sporting events. There's nothing bigger than the Super Bowl so it's a good place to start. Doing ads around kid's shows won't cut it.

Pfffft... It doesn't even come close to uefa's final let alone FIFA world cup... Granted it's not a single network, but still, pretty inwards view to consider it the biggest sport event

Wed Feb 01 17 03:14pm
Rating: 1

Well, I was talking about here in the U.S. The Super Bowl viewership is upwards of 50 million. There are tons of people that tune in to watch just for the commercials.

Wed Feb 01 17 08:38pm
Rating: 2

As Mr_Ry pointed out, the Super Bowl draws the biggest audience yearly in the US and it's the only time of year that commercials get talked about (in fact they get as much, if not more coverage than the main event.)

It's a good move by NoA to focus on the biggest television event in the largest of their markets, seeing that they are the North American subsidiary of Nintendo.

But anyway, really enjoy the spots and the 30 second version that will air during the Super Bowl itself is a great first mass marketing move to sell the console.

Really like the new Imagine Dragons song in it as well.

Wed Feb 01 17 02:27pm
Rating: 1

EXCELLENT ad. Great job, Ninty!

Wed Feb 01 17 04:25pm
Rating: 2

That's the best video Ninty has put out in years.

Where was this for the Wii U?

Nintendo just wasn't fully confident in it's concept [something the confused reaction to it upon it's reveal woke them up to, I'd wager], and that sealed it's fate [along with that barren first year of software].

Switch from its initial reveal was both understood and positive. No wonder they've put their best efforts behind it.

Switch and play is the new Netflix and chill.

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