If you can think of anything less cool and hip and high technology than a television infomercial, please write in and let me know. But the ad gurus working for Atari in the mid-90’s thought this format would be a great way to move the Jaguar off shelves.
The Jag had already been on the market two years, and in 1995 had Sony’s PlayStation and the Sega Saturn breathing down its neck. Touted by Atari as the first 64-bit game machine, inside there were actually two 32-bit chips called Tom and Jerry connected to system memory by a 64-bit wide data path. This configuration made developing games for the machine difficult, hence third-party games were slow in coming. Meanwhile, the game libraries of its rivals swelled, and Atari discontinued the struggling Jaguar the next year.
Hard to see why, with hip and happening advertising like this. C’mon, Bob!
As part of a marketing push (an area where CEO Ray Kassar excelled at), Atari created a two-minute ad for arcade game Dig Dug. The funny thing about all this hoopla is that Atari hadn’t actually made the game: it was licensed by the company from Namco for release in North America.
Dig Dug gameplay
The longer ad ran in theatres during the summer of 1982, while a shorter 30 second version ran on TV. Originally, 60’s singing and dancing sensation Chubby Checker (The Twist) was to sing the catchy theme song in the ad, but Atari ultimately went with a younger singer, perhaps for reasons of demographics. You can hear Chubby’s versionhere on the Atari Museum Public Group on Facebook. The song was posted by Matt Osborne, the son of Don Osborne, who was Atari’s VP of Marketing at the time. Upon listening to it, I’m sure you’ll agree that Atari made a huge mistake not going with Chubby.
As for the visuals, the various special effects in the ad were handled by production designer Jim Spencer and crew, who among other projects had the effects-laden movie Poltergeist under their belt. They would subsequently work on films like Innerspace and Gremlins.
Created by advertising agency Young & Rubicam and directed by Manny Perez, the spot would go on to snag a 1983 Clio award in the Cinema and Advertising category. It might not be high art, but at least it reflects the most important aspect of the video game it’s shilling: it’s a lot of fun.
The original 3rd-party video game maker for the Atari 2600, Activision apparently saw the writing on the wall in 1983. That was the year they made their move from consoles onto computer platforms, such as porting Kaboom! and River Raid to the Atari 8-bit XL line as seen in this ad. Moving to computer platforms helped the storied company survive the big video game crash of 1983-84, allowing them to become one of the biggest video game companies still around today.
The Apple II was a solid gaming platform in 1982, but Paul Stevenson’s graphically astounding and highly interactive action-adventure games for the computer really pushed the envelope of what was possible. Having slashed his way through the pirate genre with Swashbuckler earlier in the year, he moved onto his magnum opus. We feature a magazine ad for it today in the Cortex: Aztec.
As part of our celebration of the upcoming 30th anniversary of the Famicom, the Japanese video game system by Nintendo that was later adapted for the North American market as the Nintendo Entertainment System (NES), I’m posting my review of The Wizard. It’s a 1989 Fred Savage vehicle that many consider as simply a 100 minute commercial for Nintendo. I made this initially for Ten Point Review, where we rate a movie according to four criteria, and then add and/or subtract points as we see fit in order to come up with a numerical rating between 0 – 10. Time to watch people play games!
Vanguard was an arcade game developed by “shadow” developer TOSE, and released in Japan by SNK in late 1981 and licensed for North America by Centuri. It was an important intermediate step towards modern side-scrolling shoot-em-ups such as Gradius and R-Type, improving on a genre first formed by William’s seminal Defender.
Today in the Ad Game we feature a TV commercial for the Atari 2600 port of Vanguard:
Vanguard was definitely a great arcade game, and the 2600 version a spectacular port that demonstrates the amazing things Atari programmers were able to pull off with the platform as it matured. This ad, however, doesn’t do any of that justice.For instance, who trades off the joystick to their buddies in the middle of a game? Hard to keep your concentration and momentum going with some jerk begging for the joystick. Just wait until he crashes, it won’t be long to wait. Try shouting “The wall, the wall!” into his ear, that oughta speed up his destruction.One of the big innovations touted in Vanguard was the ability to shoot in four directions, but in the ad the shooting looks pretty spastic. The key to any successful shooter is the precision of your shots, and here it looks like the gunner is having a seizure.Then, of course, we have the hulking Luthor, who’s sole responsibility is to defeat the Gond, the boss at the end of the round. A man of few words, it is rumoured that Luthor once, when a kid refused to give up the joystick to him, stuffed the poor bastard’s hand completely into the cartridge slot. We can only know his moods by his demented chuckling.Perhaps Luthor is related to Beavis?
Isaac Asimov. He was one of the most influential writers of our time, having written the Foundation series, along with other SF and non-fiction works, a list of which would be too exhaustive to repeat here.
He also knew a good deal when he saw one:
I have a feeling Mr. Asimov didn’t say all those things. It must be a weird thing for an ad copy writer to put words into the mouth of Isaac Asimov, but they give it the old college try here. “An exciting entertainer”? “Just one of many fine computers from Radio Shack”. I also like him holding the joystick like someone just plopped it into his hand, with a rictus grin thinking “What the heck is this thing?”.
Our ad today serves up an ad for a service that gave many people their first taste of electronic mass communication: CompuServe. Back in the “good” old days, you had a couple of options if you wanted to go online: a local dial-up BBS, or a nationwide equivalent like CompuServe, one of the larger players in the forming market. Here is the ad, from a 1985 issue of Compute’s Gazette:
The “videotex” mentioned in the copy was an early system to deliver interactive text to users. It’s funny to me how the base uses of the Internet were all understood and ready to be delivered to a potential user base: news, banking, online shopping, email, games… all the concepts of what we do on the Internet today. Of course, CompuServe has to couch things in a way people of the 80’s would understand, so they compare their chat service to a “multi-channel CB simulator”. 10-4 good buddy! I’m also impressed by the image of a Zardoz-type video warrior armed with not only a hand blaster, but a light-sabre as well. Guy’s ready for a fight!
Today the Visual Cortex hatches an ad for the Atari 2600 and 5200 versions of Williams’ arcade hit Joust:
Click to enlarge
Running in periodicals in 1984, it’s short on actual screenshots of the game, and heavy on artist renditions of the action. I also find it humourous how it tries to sex-up the “beasts of the air” you fly in the game, the ostriches from the original arcade game. The ad copy starts off with an unusual, confusing take on the classic opening words of the Star Wars movies:
Well, which is it? Long ago, or a distant future? Anyway, I don’t think I want to purchase a game that spits eggs out of my TV screen, from whence evil, sharp-taloned dragons attack me.
This is a holy-rolling TV spot from 1993 for id Software’s seminal FPS game Doom, which I’m sure Atari had pinned as a system-selling port for their 64-bit Jaguar console. I don’t think you’d get away with selling a video game with such imagery these days: