In Its Super Bowl Debut, Nintendo Introduces Its Newest Gaming System, the Switch

There's also a tie in with The Legend of Zelda

Nintendo makes a big push for the Nintendo Switch in its first Super Bowl ad. Nintendo
Headshot of Katie Richards

Nintendo is running its very first Super Bowl ad this year. The brand released the 30-second spot, set to run in the fourth quarter of the game, today.
The ad promotes the new Nintendo Switch video game system, which allows users to seamlessly switch their gaming experience between their hand-held systems to their home consoles. There’s also a tie in with The Legend of Zelda: Breath of the Wild. Both the game and new device launch roughly a month after the Super Bowl, on March 3.
Leo Burnett in Chicago handled creative for the ad.

“The most anticipated video game of the year will be seen on the biggest stage of the year,” Nicolas Chavez, Nintendo of America’s vp of marketing, said in a statement. “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.”
In the spot, a gamer wakes up in the morning and turns on his Nintendo Switch. He plays Zelda on his hand-held console throughout the morning as he makes breakfast, but later decides to drop the hand-held device into the Nintendo Switch and suddenly he’s playing the game on a massive screen. Meanwhile, a new song from Imagine Dragons, “Believer,” plays in the background.
There’s nothing extraordinarily creative going on in the ad, but the brand does a nice job of showing off the features and seamlessness of the Nintendo Switch device.
Nintendo also released a longer 90-second version of the ad online, which you can check out below. The brand uses the extended cut to show off the versatility of the product, from the different places you can use it, to the different games that can be played on it.

@ktjrichards Katie Richards is a staff writer for Adweek.