The year is 1999. The internet is still in its dial-up infancy, and Pokémon is everywhere. Then, Nintendo dropped a commercial for Pokémon Crystal that… well, let's just say it hasn't aged well. This isn't just a "bad commercial" in the usual sense; it's a bizarre, almost surreal piece of advertising that has become a legendary example of what not to do. Let's dive into the infamous ad and explore why it's earned a place in internet history as a source of endless amusement and head-shaking disbelief.
The Infamous Ad: A Breakdown
The commercial itself is a chaotic whirlwind. It opens with a seemingly normal shot of a child playing Pokémon. But quickly, things take a turn. The pacing is frantic, the visuals are jarring, and the music is… well, let's call it "memorable." Instead of showcasing the game's features, the ad opts for a rapid-fire montage of oddly chosen clips. We see quick flashes of battles, character sprites, and… a disturbing amount of close-ups on the game cartridge itself. The overall effect is less "exciting new Pokémon game!" and more "a seizure induced by excessive caffeine and flashing lights."
The voiceover, meanwhile, is equally unsettling. It's delivered with a breathless enthusiasm that borders on panic, shouting about the game's features with a tone that suggests the speaker might spontaneously combust at any moment. It's the kind of over-the-top delivery that makes you instinctively want to cover your ears.
Why Did It Fail So Spectacularly?
Several factors contributed to the commercial's infamy:
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Poor Pacing and Editing: The rapid-fire editing and chaotic visuals made it almost impossible to focus on any single element. The viewer is bombarded with information, leaving them feeling overwhelmed and confused rather than intrigued.
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Over-the-Top Voiceover: The overly enthusiastic and almost frantic delivery of the voiceover felt forced and unnatural. It didn't create excitement; it created anxiety.
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Lack of Focus: Instead of highlighting key features of Pokémon Crystal, the ad tried to cram everything in, resulting in a jumbled mess that failed to showcase the game's appeal effectively. The focus on the cartridge itself, in particular, was bizarre and ultimately pointless.
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Aesthetic Choices: The visual style, with its flashing lights and abrupt cuts, was jarring and unpleasant to watch. It wasn't visually appealing, and it actively worked against the attempt to showcase the game.
What Makes It So Memorable?
Despite—or perhaps because of—its many flaws, the Pokémon Crystal commercial has achieved a level of notoriety that few other bad commercials ever reach. Its sheer awfulness transcends mere bad marketing; it's become a piece of internet folklore, a testament to the power of truly terrible advertising to captivate and amuse. It’s a cautionary tale for marketers everywhere: Sometimes, less is more. A simple, well-paced, and visually appealing commercial can be far more effective than a frantic, confusing mess.
Is the Commercial Valuable in Any Way?
Ironically, the commercial's failure is its greatest success. It serves as a perfect example of what not to do in advertising. It's a hilarious case study in how to completely miss the mark, and its enduring popularity is a testament to its unintentionally comedic value.
What Other Pokémon Commercials Are Considered Bad?
While the Pokémon Crystal commercial stands out as a particularly egregious example, there have been other Pokémon commercials over the years that have received criticism for various reasons. Often these criticisms center around poor pacing, confusing messaging, and a lack of focus on the game's key features. The quality of commercials has generally improved since the early days of Pokémon advertising, but the infamous Crystal ad remains a memorable cautionary tale.
What Lessons Can Marketers Learn from This Commercial?
The most significant takeaway from the Pokémon Crystal commercial is the importance of clarity, focus, and pacing in advertising. A good commercial should highlight the key features and benefits of a product in a clear, concise, and engaging way. It should be visually appealing and well-paced, avoiding jarring transitions and overwhelming the viewer with too much information. The Crystal commercial serves as a reminder that even for a hugely popular franchise, a poorly executed campaign can backfire spectacularly.
In conclusion, the Pokémon Crystal commercial serves as a timeless example of how not to advertise a video game. Its chaotic energy, questionable aesthetic choices, and frantic pace have cemented its place in internet history, a reminder that even the most iconic franchises can stumble when it comes to marketing. It's a commercial that's both hilariously bad and undeniably memorable, a testament to the enduring power of a truly spectacular failure.
