[[caption-width-right:263:You'd better run, boy.[[note]]Unless you have a UsefulNotes/SegaSaturn and still play it.[[/note]]]]

->'''Segata:''' ''[brandishing Sega Saturn]'' Sega Saturn, shiro! [[TranslationConvention <You must play the Sega Saturn!>]]

''♫ "Segata Sanshiro! Segata Sanshiro! Sega Saturn... Shiro!"[[note]](You must) Play Sega Saturn!"[[/note]] ♫''

In the 1990s, Creator/HiroshiFujioka played the eponymous Segata Sanshiro (pictured), the Japanese spokesman for Sega's [[UsefulNotes/SegaSaturn Saturn]] console -- a crazed martial artist who beat the living crap out of people for not playing Sega Saturn and singing his own theme song (well, part of it), which was later released as a single that sold over 100,000 copies. It can be argued that his presence in Sega's Japanese commercials was singlehandedly responsible for the continued existence of Sega in the console market (up to the UsefulNotes/SegaDreamcast).

[[PopculturalOsmosis Unbeknownst to many people nowadays,]] he was a direct and very personal parody of Sanshiro Sugata, a literary character of the eponymous series written by UsefulNotes/{{Judo}} scholar Tsuneo Tomita and immortalized in film at the directorial debut of Creator/AkiraKurosawa.

His [[GrandFinale last commercial]] consisted of him [[HeroicSacrifice bravely sacrificing himself]] to ensure the Dreamcast's release, and his exploits were immortalized in Sega's last first-party Saturn game ''Segata Sanshiro Shinkenyugi''.

His exploits have given him a MemeticBadass status comparable to Creator/ChuckNorris, except this guy has video footage to back the claims up.

He made his first American comic appearance in ''ComicBook/ArchieComicsSonicTheHedgehog'' issue #269, was one of the three winners for the voting of DLC characters in ''[[VideoGame/SegaSuperstars Sonic & All Stars Racing Transformed]]'', and made an appearance in ''VideoGame/ProjectXZone 2'' as one of the playable characters.

A collection of the commercials can be found [[http://www.youtube.com/view_play_list?p=AA843C15703B603F&search_query=segata+sanshiro here.]] A rare footage of him transforming into [[Series/KamenRider Kamen Rider 1]] can be seen [[https://www.youtube.com/watch?v=ge_GUxaxDgs here]] too.

!!The Segata Sanshiro commercials provide examples of:

* AbusiveAdvertising: Dire consequences are promised for those who lack a Saturn.
* AdvertisingCampaigns: Probably one of the best (and ridiculous) advertisement series ever made.
* AlwaysSomeoneBetter: He lost a martial arts tournament to ''VideoGame/SonicTheHedgehog'' in one Archie comic.
* AwesomenessIsVolatile: When Segata judo-tosses someone, they ''[[http://www.youtube.com/watch?v=5V65dtKOk2Y explode.]]'' '''Twice.'''
* BackFromTheDead: [[spoiler:''Sonic & All-Stars Racing Transformed'' retcons his final commercial, having him survive, but showing that he spent '''THE ENTIRE 14 YEARS SINCE THEN''' making sure Nintendo/Sony's rocket never hits Sega headquarters. And somewhere along the line, it seems that he's able to toss the rocket and have it explode somewhere else, and gets back into kicking ass in ''VideoGame/ProjectXZone 2''.]]
%%* BigOlEyebrows
* BadSanta: The children are not happy to see him.
* BittersweetEnding: In his last ad, he sacrifices himself to save Sega from a missile. A HappyEndingOverride in recent times, considering Sega's recent financial woes.
* BraggingThemeTune: The solitary man who devoted his soul to the way of games.
-->''Today, he comes again''\\
''He will punish those who do not play seriously''\\
''Their battered bodies will never forget!''
* BreakoutCharacter: He was so popular that his theme song got a hit single release AND he had the honor of getting his own video game as the last major UsefulNotes/SegaSaturn release!
* CatchPhrase: "Sega Saturn Shiro!" (literally "Play Sega Saturn!")
* CharlesAtlasSuperpower: Strong enough to catch a cruise missile. With his bare hands. [[SugarWiki/MomentOfAwesome In mid-air.]] ''[[UpToEleven Then force it into space.]]''
* ComplainingAboutPeopleNotLikingTheShow: An InUniverse example; if you're not playing on the Sega Saturn when Segata comes around, he will beat you into doing it.
* CompleteImmortality: He can survive in the vacuum of space, and ''[[VideoGame/SegaSuperstars Sonic & All-Stars Racing Transformed]]'' shows [[spoiler:he survived his seeming HeroicSacrifice and has been riding the same missile to keep it from crashing into Sega HQ for 14 years, presumably without taking a break to eat, drink or sleep]]. One issue of ''ComicBook/ArchieComicsSonicTheHedgehog'' shows Segata living on Mobius, which is/was Earth 3000 years in the future, after a bunch of aliens attacked and left the planet a wasteland -- ''and'' a soft ContinuityReboot resulting from a crossover with ''Mega Man'' -- so yeah, he managed to survive all that stuff somehow.
* CovertPervert: In his ad for Burning Rangers, he insisted on applying mouth-to-mouth resuscitation to an unconscious woman, despite being in a burning building and the woman's younger sister pulling his shirt to get him off her.
* {{Deconstruction}}: Mostly PlayedForLaughs:
** When he lifts a goal up to prevent the opponent team from winning, he gets a red card for it.
** When he goes ice-skating barefoot, he has to warm his feet back up afterwards.
** Also the fact that a zombie will always get back up no matter how many times you judo-throw them.
* {{Determinator}}: [[spoiler: He refuses to die; he cameos in ''[[VideoGame/SegaSuperstars Sonic & All-Stars Racing Transformed]]'', still riding the same missile he stopped from crashing into Sega HQ, still alive, and still holding his beloved Sega Saturn.]]
* DoItYourselfThemeTune: Sings his own LeitMotif.
* DoesNotLikeShoes: In keeping with his general appearance as a martial arts master. This is highlighted in the advertisement for ''[[https://www.youtube.com/watch?v=rd9cWvAOZ8A Winter Heat]]'', wherein he races across an ice rink against a skater. While barefoot. ''And wins''. ([[DeconstructedTrope Although he's shown trying to warm his feet up afterward, at the end of the commercial.]])
* DisproportionateRetribution: Playing outside? Going clubbing? When you should be playing a Sega Saturn?! You deserve to be judo flipped, applied a rear-naked choke, and left in a pile of bodies with your friends!
* DoubleMeaning: His CatchPhrase "Sega Saturn Shiro" could both mean "Play the Sega Saturn" or "Sega Saturn White[[note]]The new model that was out in Japan when the Segata Sanshiro ads began[[/note]]".
* DyingMomentOfAwesome: If stopping a missile with his bare hands and pushing it into space with him until it explodes doesn't count, ''nothing'' does.
* EarlyInstallmentWeirdness: Only two or three early commercials involve Segata beating the crap out of those who don't play Sega Saturn, the rest of it falls more into CrazyAwesome things he does. However, the lyrics of his songs imply that he's still doing that off-screen.
* FailedASpotCheck: For some reason, a lot of people who aren't playing Sega Saturns fail to notice the brawny, barefooted, gi-clad judo master of legend [[BehindTheBlack standing in their way]].
* FullyAbsorbedFinale: Archie's Sonic comic, VideoGame/SonicAndAllStarsRacingTransformed, Rent A Hero #1, a real life concert, and VideoGame/ProjectXZone 2 show that he's still alive and well.
* GoodIsNotNice
* GracefulLoser: His appearance in the Archie Sonic comics has him lose to Sonic himself. He declares there's no shame in losing to him. He also is defeated by [[VideoGame/TalesOfVesperia Yuri Flynn]] in Project X Zone 2 no worse for wear, [[DefeatMeansFriendship and befrieinding them immediately after]].
* GretzkyHasTheBall: If Segata wants a football team to win, it [[http://www.youtube.com/watch?v=-jUzIxnbkpI will]] [[http://www.youtube.com/watch?v=J3cVQPSTEyA win.]] He got called out for it in the second one.
** He also kicks a baseball instead of hitting it with a bat.
** And goes ice skating... without skates. Or any kind of footwear, for that matter.
* HeroicSacrifice: When Sega cancelled the Saturn and launched the Dreamcast, they gave Segata [[http://www.youtube.com/watch?v=yhrLrBT2hp0 an honorable sendoff.]] The Dreamcast logo appears just once, at about :13.
* InformedKindness: He's described in-universe as being a "great hero," but this is a little hard to believe considering the fact that all he does is beat anyone who doesn't happen to play Sega Saturn senseless. It's better shown in Project X Zone 2 where he is a good friend (and sometimes even patron) of the various Sega characters and encourages those who are unfamiliar with him to pursue whatever path they choose with the utmost of seriousness.
* TheJuggernaut: If you catch the wrath of Segata, no force on earth can save you from him. It took a missile to snuff him out of existence, and even that got retconned to show he survived it. To date, he has only two recorded losses:
** He appeared in Archie Comics' SonicTheHedgehog series, losing to the Blue Blur in a martial arts contest.
** In ''VideoGame/ProjectXZone 2'', he attempts to push [[VideoGame/TalesOfVesperia Yuri Lowell]] into playing a Sega Saturn. His [[BerserkButton refusal to play]] results in a fight between them, and Yuri wins.
* KungFuProofMook: Zombies. It doesn't matter how many times you judo throw them, they get right back up
* LargeHam: Subtlety is an eight letter word to him.
* MadeOfIron: A baseball-pitching machine shoots close to 100 baseballs at him, and they harmlessly bounce off his chest.
* ManlyTears: [[http://www.youtube.com/watch?v=iIzVm_IvbAM Here.]] And his GrandFinale will make ''you'' do the same.
* {{Mascot}}: Of the Sega Saturn.
* MundaneMadeAwesome: A judo master beating people up whilst a bombastic and over-the-top chorus of men chant "SEGATA SANSHIRO! SEGATA SANSHIRO! SEGA SATAAAAN... SHIRO!!!"? Of course it's awesome!
* OhCrap:
** The reaction of anyone who met Segata Sanshiro while not playing UsefulNotes/SegaSaturn... and is about to be beaten to pulp.
** He's not immune to it himself as seen in this ''VideoGame/HouseOfTheDead'' [[https://www.youtube.com/watch?v=HO1DTuXOAGE commercial.]]
* OneManArmy: When the other army looks like [[http://www.youtube.com/watch?v=9TLkdLqmxuk this,]] ''you should be retreating''. Although it won't help.
* PunnyName: His name sounds like "Sega Sataan Shiro" ("Play Sega Saturn") with the third and fourth katakana switched, or, more to the point, like a play on famous judo practitioner Sugata Sanshiro's name.
%%* RatedMForManly
* SayMyName: Standard procedure of seeing him, accompanied with OhCrap.
* SeriousBusiness: Sega Saturn. ''Serious Business.''
* ShoutOut: In one commercial, Segata Sanshiro wins a fight by magically creating 100 smaller clones of himself to help him, a tactic often used by Sun Wukong in ''Literature/JourneyToTheWest''.
* SomethingCompletelyDifferent: The only commercial that does not show him beating people up or doing badass things has him frolicking in a field of cherry blossoms with [[VideoGame/SakuraWars Sakura Shinguji]]. This was alluded to in ''Videogame/ProjectXZone'' 2.
* SpiritualSuccessor: Recent ads for Nissin UFO instant Ramen Noodles has their current mascot mentored by a man played by Hiroshi Fujioka who wears power armor and is known only as The Legend. These ads often knock The Legend out of his armor, showing that he wears a white Judo uniform beneath, implying that The Legend actually ''IS'' Segata Sanshiro.
* ThemeMusicPowerUp: His theme song always plays right when he's about to beat someone up.
* TrainingFromHell: Segata's daily routine involves carrying a giant UsefulNotes/SegaSaturn up a hill, attempting to judo flip a tree with a Saturn attached to it, and ButtonMashing a Saturn controller... ''with his fists!''
* UnflinchingWalk: [[VideoGame/{{Bomberman}} "BOMBAAMAN!"]] [''walks away from explosion''] [[{{Catchphrase}} "Sega Saturn..."]]
* WhenAllYouHaveIsAHammer: The man serves justice, defeats opponents, and [[ArsonMurderAndJaywalking wins soccer matches]] by judo throws.
* WouldHitAGirl: In the ''VideoGame/ShiningForceIII'' ad, [[http://www.youtube.com/watch?v=obLniZJF1H0 here.]]
* WouldHurtAChild: Depends on their age. He applies his usual wrath against a bunch of older kids attempting to play Baseball instead of Sega Saturn, but when faced a bunch of younger children in a Christmas-themed advert, he merely frightens them by taking off his SantaClaus disguise, but gives them a Sega Saturn afterward.