Advertising: It's Thinking
After the marketing failure of the Sega Saturn in America, Sega decided that they should go with a different approach to advertising. It's Thinking is an American ad campaign for the Sega Dreamcast which focused around video game characters and their lives inside of the console. They included events such as Sonic being a DJ, football players hanging out at a Mexican restaurant, B.D. Joe being scolded by Selene Strike for his reckless driving, and more. The ad campaign ran from 1999 to 2000.
This ad campaign provides examples of the following:
- The Cameo: Way too many to list.
- Distracted by the Sexy: The football player in the 90-sec version of The Thief.
- Drive-In Theater: In the Soul Calibur ad.
- Eye Scream: In the launch ad (the one with "Steve Hackensack"), Sonic runs by and jumps on a House of the Dead zombie, causing its eye to fall out.
- Freeze-Frame Bonus: Quite a few, such as Beat holding a microphone in the SegaNet commercial, Eggman at one of the tables in the NFL 2K commercial, a certain number appearing on the DMV in the Crazy Taxi commercial, etc.
- Incredibly Lame Pun: In the Space Channel 5 ad, Ulala zaps an alien who gets on stage. She then remarks, "Bad dancing. It's a killer!"
- No-Holds-Barred Beatdown: B.D. Joe at the end of the Crazy Taxi ad.B.D. Joe: I made some serious game that day![Everyone grabs him and starts attacking him as the camera quickly zooms out]
- Number of the Beast: The DMV in the Crazy Taxi ad has this on it.
- Off Model: Beat in the SegaNet commercial looks a tad bit off from his in-game appearance (his goggle lenses are closer together, his skin tone is lighter, and he has bright red hair like he does in JSRF and the Sega Superstars series). This is because they made a different model exclusively for that ad, if they used his in-game model, he would've stuck out like a sore thumb.
- Powerpuff Girl Hands: Sonic has mitten hands just like in Sonic Adventure.Basketball player: Man, stay off the lightspeed!Sonic: My bad. [holds up his hands, he has no fingers except for thumbs]
- Running Gag: In The Thief, a football player starts flirting with Sarah from Virtua Fighter instead of catching Sonic. In the launch ad, Afro Thunder tries hitting on Sarah.
- Unreadably Fast Text: In the NBA 2K ad, after the "Game and system sold separately" text, it also reads, "and they don't learn from each other, hello."
- The Voiceless: Rayman in the NFL 2K commercial. Justified since he can only speak gibberish in the Dreamcast version of Rayman 2 The Great Escape.