Earlier today Nintendo released what may be their most cute and trippy ad to date with Japanese popstar Kyary Pamyu Pamyu. The ad for New 3DS, which features many of the fighters from Super Smash Bros, has Pamyu in a dress replete with New 3DS buttons transforming the iconic dress styles of Nintendo’s mascots in order to showcase the customizability of New 3DS’ back plates:
https://www.youtube.com/watch?v=9MpQSvaduzk#t=18
Pamyu is a former model turned singer, and is a household name in Japan. The name of her song playing throughout the commercial is “Kisekae,” which in Japanese means to “dress up” or “change clothes” (thanks, Kotaku), which suits the message of this ad very well. Ads like this are great because they provide a meaningful insight into Japanese kawaii culture, which baffles so many Westerners.
It’s great to see Nintendo’s mascots change out of their old, smelly clothes… let’s take a closer look at some of the fashion transformations in this ad:
Toon Link is all ready for St. Patrick’s day in his leprauchan outfit. “Top o’ the morning to ya!”
Pikachu is looking mighty regal in this getup, although perhaps he actually looks more like a WWE wrestler?
Finally, Mario is ready to hit up the Portland bar scene on his fixie in this iconic hipster garb:
What are your thoughts on this ad and the New 3DS in general? Let us know in the comments!
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