Some new Sonic Frontiers ads have repurchased Sega’s infamous scream that hasn’t been seen since the commercials of the late ’90s and early ’00s.
Over the years, Sega has changed its advertising style quite a bit. From constantly micking Nintendo when it first appeared on the scene, to the iconic “Segaaaaaaaa” that has been a cornerstone of its identity for years. However, for a time, he did something a little different from chanting the word Sega: he yelled it.
In an effort to show how cool and in-your-face it was, Sega came up with a new way to advertise around the time of the Genesis’ release in 1993. For a time in the ’90s, every Sega commercial ended with the same voice snippet of someone yelling “Sega” into the camera.. Although it was quite iconic at the time, it was eventually dropped when Sega moved into the 2000s.
After nearly 20 years of being dormant, that iconic (or infamous, depending on your point of view) sound clip has been brought back for a series of Sonic Frontiers TV spots. As reported by Nintendo Life, one of those ads it’s a pretty standard one that features people running so they can play Frontiers again, replicating Sonic’s moves as they go.
The advert only gets interesting when it ends, where it shows a close-up of a Pomeranian yelling “Sega” into the camera, just like previous ads. It’s a small souvenir, though those with no idea what it is will probably be a bit surprised to have someone randomly yell a brand name at them from their TV.
Another one of the announcements it’s much more in line with how Sonic markets himself on social media and leans a bit more towards memes. The ad, which is called “Sonic Frontiers – Gift-Giving Infomercial”, is quite short and shows Sonic wrapping a gift. That gift, of course, turns out to be Sonic Frontiers, and as the ad ends and reveals that Frontiers is currently on sale for a limited time, a mouth-painted hand looks into the camera and again yells “Sega.”
Although the scream that appears in two ads may make it seem like the voice clip is here to stay once again, it seems likely that it’s just a bit of fun on Sega’s part and a nice little callback to its past. We’ll have to wait until his next non-Sonic Frontiers release to see if he sticks around again.
However, here’s hoping it doesn’t. As someone who grew up watching old clips of game announcements on YouTube (don’t judge me), you might think I’d celebrate the return of Sega’s scream, but it used to scare the shit out of me every time I heard it and somehow it still has that power.
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