Nintendo Gets Punchy

Nintendo Gets Punchy

This ad builds hype for the return of an old-school boxing game.

Posted Tuesday, May 19, 2009 - 10:33am

Flashback time: It's the summer of 1987. There's probably Bon Jovi on the radio and video game arcades are teeming with teens, pockets bulging with quarters, queuing up for their chance to knock out King Hippo, the most menacing of characters in the original video game Punch-Out!! A generation later, Nintendo is bringing back the game, this time for the Wii. Will nostalgic video game prizefighters dig deep for another crack at Glass Joe and King Hippo?

Title: LITTLE MAC

Stats: More than 420,000 viewings since it went live on YouTube on May 9, generating three video responses and 738 text responses.

What you see: It's the story of Little Mac's comeback told to us in a where-are-they-now? one-minute, 50-second vignette. ... What? Who's Little Mac? The digital prize fighter from the classic video game Punch Out!! (Yes, in video game parlance, "classic" equals anything from the 1980s that we're still talking about today.) Punch-Out!! is making a comeback, thanks to the Wii. And Nintendo does some savvy casting here, bringing in Isiah Whitlock Jr., better known as Sen. Clay Davis of The Wire fame, as trainer Doc Louis and former IBF junior welterweight champion Paul Malignaggi as Little Mac. Whitlock doesn't deliver his famous "sheee-it" line (though there's plenty of the elongated expletive to be found in the comments section below), but he does give us this gem: "Dance like a fly. Bite like a mosquito." Huh?

  • Bernhard Warner is editorial director of Social Media Influence.
  • Matthew Yeomans runs Custom Communication

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