The weekend brought a pleasant surprise! On Saturday morning during the Easter holiday, Nintendo released its first advertisement for the highly anticipated Switch 2. The Kyoto-based company showcased its creativity by bringing back actor Paul Rudd to reprise his role from the early ’90s. Indeed, the same actor known for playing Ant-Man in the MCU or recognized for seeming ageless, returned with his ‘gamer’ persona and attire from 1991, previously seen holding a Super NES controller in an advertisement. In this advertisement that pays homage and includes self-referential elements, Paul Rudd is shown moving through a living room while carrying the Switch 2, effortlessly connecting it to its dock. This mirrors his earlier appearance where he was depicted waiting for the release of the Super NES in a parking lot. Nintendo almost replicated the 1991 advertisement scene by scene, creating an incredibly nostalgic experience.
Fan service and calibrated strategy
What needs to be understood behind this strategic move is that Nintendo is catering to two generations simultaneously. For those in their thirties and forties who experienced the golden age of the Super NES and N64, as well as their children, who today enjoy games like Mario Kart 8 Deluxe and Animal Crossing online, Paul Rudd serves as the perfect bridge between nostalgia and modernity. This ad has generated a significant amount of engagement on platforms such as Reddit and X (formerly Twitter). Beyond its marketing objectives, this advertisement also reinforces Nintendo’s intent to position the Switch 2 as the successor to the Super NES in collective memory. The combination of Nintendo, Paul Rudd, and ’90s nostalgia is impeccable. It delivers a message that resonates with fans while reminding younger generations that Nintendo consoles have been a family tradition for three decades. In summary, this ad encapsulates the sentiment: “Same player, new game.”
