On Thursday, Nintendo pulled back the veil on Project NX, and announced the launch of its hybrid games console, the Nintendo Switch.
As the company's first new console launch since the unveil of the underperforming Wii U in 2012, Nintendo's marketing drive for Switch will be vital in getting back to former glories.
In keeping with the release of the Switch, The Drum looks back at the evolution of Nintendo's console ads.
Nintendo Entertainment System (NES)
Wowing the public in 1985, the NES was Nintendo's first home video console released outside Japan.
It sold 61 million units worldwide and was the first console to work with third-party developers. It's such an iconic entry into the industry that earlier this year Nintendo announced the re-launch of the system as a smaller classic edition.
Below is the ad that captured the imagination of the public.
Super Nintendo Entertainment System (SNES)
Released in 1990, Nintendo's second home video console sold more than 49 million units worldwide and kickstarted numerous franchises that are still going strong today.
Increased competition from rival Sega with the release of the Mega Drive console meant it wasn’t able to dominate the home gaming market in quite the same way as its predecessor.
Sega lashed back with the memorable tagline, '[Sega] Genesis does what Ninten don't.'
Commonly referred to as the N64, Nintendo released it's third home video console in 1996, with hardware capable of 3D graphics which helped kick forward a new generation of gameplay.
Launching with soon to be legendary games including Mario Kart 64, GoldenEye 007, and Super Smash Bros, it went on to sell more than 32 million units.
Unveiled at Spaceworld in 2000, the Nintendo Gamecube was the most compact console of it’s generation. Despite stiff competition from Sony's Playstation 2 and Microsoft's Xbox, it went on to sell over 21 million units worldwide.
Choosing not to compete with it’s rivals more powerful consoles, Nintendo instead pivoted into revolutionary, motion based controls. This proved to be a successful strategy, as the Nintendo Wii went on to sell more than 100 million units worldwide, reversing the company's downward sales spiral.
Nintendo Wii U
Trying to capitalise on the Wii’s success, in 2012 Nintendo launched it’s successor, the Nintendo Wii U.
Boasting much better graphic capabilities than its predecessor and tablet-based controller failed to secure success as a unique selling point. To date, it has sold more than 12 million units. As Nintendo's poorest performing console it resulted in major financial losses for the company. Was it’s poor marketing to blame?
View the launch trailer for the Nintendo Switch console. Time will tell whether this unique hardware will get Nintendo back on top.