News Article

Video: The Wii U Difference Ad Campaign Continues With the "eShop Sandwich"

Posted by Thomas Whitehead

Nintendo releases the Hound

A couple of weeks ago Nintendo launched a new Wii U ad campaign to promote the system with a bit of humour, employing UK comic Rufus Hound to explain the Wii U difference with the GamePad. A new trailer has emerged onto the scene to show off the Wii U eShop, outlining it as a delicious sandwich of three parts.

The ingredients certainly add up nicely, though it seems like the ad was filmed a good while ago as a few major releases are left out when pitching each element of the store. That's a pity, and we're not sure whether the conclusion is subversively humourous in a very British way, or just downright strange.

Check it out below and let us know what you think.

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User Comments (83)



Kyoto said:

Oh God, I won't even watch this. The first one was terrible enough. Can't someone tell this guy to stop making fun of himself?



Darknyht said:

At least grill the bread, butter, and cheese so they are combined into something really tasty.



DualWielding said:

This ads are pathetic, Bread are titles that are available in previous gen consoles, and Classic games are the same that you already have on the Wii... only the Indy games are sort of a feature but again not exclusive..... and of
course they forget to mention the real Eshop Difference, that you can't retrieve your games without sending the console back to Nintendo and not at all if your console is lost or stolen



Nintenjoe64 said:

Fortunately for Nintendo, all of the 'gamers' who are not impressed by this sort of advert are outweighed by people whose brains just see colours, shapes, Rufus Hound and a Wii U and all they'll remember is that there is a thing called a Wii U.

This is better than not advertising at all......



Buzzthebatgirl said:

Nintendo just stop, please. The people who watch the YouTube channel clearly know the products on offer and don't need this crap coming from some unfunny comedian. This is the kind of marketing that would work on my Mother if it was broadcast during Coronation Street, but on the YouTube channel? Time, waste of.



TheRealThanos said:

Horrible. Just horrible and totally useless. I was in the camp of 'giving the first commercial the benefit of the doubt' but this one is truly awful. A GIANT miss as far as I'm concerned and it certainly won't make any sense to new adopters, let alone persuade them to go and buy a Wii U...



DePapier said:

And that, is how I "survived" the Wii U first-party titles drought with only a Wii U and a 3DS — and with backwards-compatibility thanks to games such as the Super Mario Galaxy series and Metroid Prime Trilogy.



Captain_Toad said:

Heh, these trailers are just hilariously bad in a good way. I don't know what you guys see in this.
Side note: I never heard of a bread, cheese and butter sandwich.



Quickman said:

Nintendo have always made naff ads for the UK, I take it that nobody has seen the Rik Mayall ones then?




Samurai_Goroh said:

I actually liked it. Once more it explains basic concepts of Wii U (First was about the Gamepad, now it's about the online store) in a pretty clear and ridiculous way. If this ran on telly, it would certainly caught the non-gamers attention. We all know around here what is the Gamepad, what is the eShop, but there are people who don't.
It is preposterous but also informative for those people who do not get their gaming news from specialised gaming sites, for people who don't get gaming news, period.
Plus, while explaining eShop, he ended up not so subtly advertising some games.



TheRealThanos said:

@mariobro4 and @HeatBombastic Living over here in Europe I found a cheese sandwich to be very common, either that or cheese on a baguette. They have about a million different sort of cheese too, some are really quite tasty and of course you can double up the sandwich (two slices of whitebread) and take ham and cheese and make a toasty. Great in between meals snack..



cornishlee said:

One of the better adverts I've seen (for anything) in recent years. I'm not saying I'd urge friends to go and watch it but then that's not what adverts are for. It amused me a little and told me I could get AAA, indie and classic games on the eShop. I have a Wii U and I know that already but if I didn't, and I wasn't a NL reader, I might not.



TheRealThanos said:

@cornishlee and then you wouldn't get it. Imagine the average non-Wii U user. How the heck would someone like that be motivated to buy a Wii U by seeing this? The ad tells you next to NOTHING, shows no game footage and it just isn't funny. Maybe to some, but most responses to this video and the previous one are negative so that should account for something as far as measuring opinions and/or impact of this are concerned...



WinterWarm said:

People are being ridiculous. Utterly nonsensical.

It's a [****] ad. No reason to be negative pains in [***]. Which is what they're doing.

Nintendo's always been unique and intuitive( A fact all you WiiU lovers won't shut up about), this is no different. This is the company that made one of it's development teams dress up like cats.


1. I think you're taking this a bit too seriously. This about to become the new Tomodachi Collection( Look, I'm not Japanese, might've misspelled) discussion.

2. If Nintendo keeps doing this( Ya know, lighthearted advertisement for a FAMILY AUDIENCE), I think it's actually good. Nothing wrong with a little experiment to see the public's reaction, right? Sometimes companies do this sort of thing just to make some people laugh, maybe make a customer service issue less memorable.

There's really no reason for people to be so shocked/irritated/borderline violent. We are on a video game site after all.



Play-Doh_25 said:

Nintendo needs to hire a new comedian and a new ad team because this is just awful. He's not funny and the ad really doesnt make much sense.



SkywardLink98 said:

That... that was horrible. The acting was pretty wooden, the comedy wasn't funny, and it didn't really show off what the Wii U could do.



DualWielding said:

the main problem with the Ad is that is not clear who it is targetting, the most logical thing would be to think it is targeting the most clueless people without any idea of gaming..... but then it doesn't make much sense name dropping ACIII or BAC as those names would mean nothing to them, also talking about the triple A indie distinction would go over the head of those clueless about gaming.... if they are targeting people that have at least some clue about gaming.... well the ad makes no sense as they already know those triple A tittles have been available in other consoles long before the Wii U, that all platforms offer indy titles and that retro nes and snes games have been available for a long while in the regular Wii...



TheRealThanos said:

@WinterWarm point 1 partially taken. I'm a sales & marketing professional myself, so I tend to look at things from the perspective of my almost 20 years of experience, and from that point of view the ad is still quite bad in my professional opinion, because normally the object would be to trigger interest and (of course) sales. I don't see this ad doing anything other than making people go 'wtf was that all about? Weird console, weird ad, not buying it.'
I get that companies want to experiment (heck I do that almost every week) but you do need to take care of your brand and this just seems a bit off.
The reason I personally (don't know if you meant me or others, but just in case) may come across as aggressive is because I care and I want to see them succeed instead of continually gathering negativity from every source possible, as seems to be happening now. Unhappy fans excluded...



Laxeybobby said:

I'd like to know when these adverts are on TV as I've not seen one on any of the channels I watch. That includes the national channels, such as ITV, CH4 & CH5 plus any of the Sky Channels.

Any advertisement for the Wii U is better than none, but come on don't just pay for it to appear once a month!



TheRealThanos said:

EDIT: make that 15 years of experience. Don't know how twenty got in there. Watching TV and typing at the same time apparently influences your ability to actually type the thing you wanted to. (I heard someone say twenty and typed that instead of 15) Weird...



Dogpigfish said:

So first they quote Jesus and then the sandwich has drugs in it. It's a fairly good commercial. Definitely holds interest and captures a wide audience.



Quickman said:

Most people need to get over themselves, for a start making silly analogies in a smug manner has been pretty popular with UK standups for a while now.

Secondly I don't think that the Americans can be so quick to judge when it comes to comedy...



kevkeepsplaying said:

First one was funny. This one? Egh. Not clever or funny. Doesn't even list the good games. Also sandwiches are boring. Comparing anything to a sandwich is bad advertising.



rjejr said:

Won't watch this, 1st one was lame, but this month's GameInformer mag had a 4 page W101 ad made up like a newspaper. Sorry I can't find a link, it's well done. The first 2 inside pages was a full spread Dream Team ad focusing on Luigi. Apparently Nintendo can advertise if they want to. Who knew?



TheRealThanos said:

@Samurai_Goroh Now THAT's advertising. Thanks for pointing that out. None of the quirky humor there, just the facts with understandable text and good, representative pictures.
@mariobro4 butter on bread is a very normal thing here in Europe (and apparently in Japan as well) to make bread and whatever you put on it more tasty, easier to digest (even fresh bread with meat or cheese on it can be somewhat dry) or even healthier as butter and certain margarines contain healthy fats and vitamins. I suppose you DO know buttered toast? Same goes for untoasted bread; just smear a thin layer of butter on it and then whatever kind of meat/sausage/cheese or vegetable you like. /end of off-topic comment



cornishlee said:

I'm amazed at the strength of opinion expressed here.

I'm also a little curious. I can't say I've checked every commenter's profile (assuming they're correct anyway) but it seems that most people decrying the advert are not British. Why not make allowances for different cultures?



DreamOn said:

Does it get people hungry for games or...sandwiches? If sandwiches, hopefully they don't forget about the Wii U eShop lol



Jazzer94 said:

Salty cream filling all I was waiting for him to say was that the sandwich had now been filled.



MeloMan said:

I do like sammiches... and I like Nintendo... so I can put those together and... and... wait, did I miss the point?!



TheRealThanos said:

@Jukilum in the States maybe, not in the rest of the world, so arguably you could say that we (check my profile) are the weird ones...
Living in Europe has really broadened my perspective, and not just about food...



Quickman said:

It's good that 3rd party games are being mentioned but wouldn't say bigging up the new splinter cell game be more advisable than old games that nobody wants?



Burning_Spear said:

The review for "eShop Sandwich" was merely a two-word review which simply read "Sh*t Sandwich."

Sorry, I couldn't resist.



TruenoGT said:

The ad does nothing to highlight why non-gamers should care, and dedicated gamers have mostly been there, done that or can do it elsewhere (besides Lego City).

The DS had Brain Age, the Wii had Wii Sports, the 3DS has "everything", and the Wii U has... they need to figure that out. I love the Wii U, but it's like the N64 in the early days without Mario 64... i.e. it's like the Gamecube. A small number of solid titles, but no true standout to propel it to the next level. No amount of clever sandwich marketing is going to hide that unfortunately, so hopefully they've got some surprises in store beyond the (IMO) safe sequels already announced (MK8, SM3DW, SSB, etc).



Captain_Gonru said:

The size of the bread slices at the end reminded me of Compo and his drippings sandwiches. Now, that last sentence may not make much sense to many of you. If you got it, however, we should be friends.



Davidiam007 said:

They're alright.

I hope the third one focuses strictly on the console itself and not the gamepad and that its a new console with more power and keep the focus on that its new with more power. Drop names like the new Zelda HD, mario kart 8, mario world 3d, donkey kong and super smash bros. 4 will all be in glorious 1080p HD.



WYLD-WOO said:

Fliping heck, just bring the games out and the sales will come. Software always sells hardware.



DESS-M-8 said:

These ads, while good and to the point, border on sarcasm and if they are made by Nintendo or somebody poking fun at its publicly known poor position.



DESS-M-8 said:

@Captain_Gonru I hardly see why remembering the name of an old man in holey beeny hat eating liquified pigs fat out of doorstep bread means we should be friends. That's a crazy way to start a friendship. You could be anyone!!!!



Undead_terror said:

Big slices of homemade bread with loads of cheese...yuck, cut down of the and bread, put it in the microwave and it shall be good.



madness said:

love it... good ad. make people go what the fu*k and anything like that will stick with people and make people talk about it ....



ergundel said:

I love Nintendo and the Wii U, but this ad is embarrassingly bad, and it doesn't even have the redeeming quality of humor. I can't even imagine who would be influenced by this ad. At best the ad might promote a slightly more positive view of the e-shop. Nobody is going to buy a Wii U because of e-shop, and e-shop will never be great until it has more content. Nintendo should focus all of their marketing on showcasing exclusive titles, and secondarily on demonstrating how the gamepad can enhance gameplay.



Captain_Gonru said:

@DESS-M-8 Well, at least you were aware of the reference. I had been watching a few episodes before hopping online, so it was still fresh in my mind.
Speaking of which, wouldn't that make for an odd RPG? You wander the Yorkshire countryside, searching for Clutterbuck's treasure and the Shinyglow salesman while contemplating the human condition.
Sorry, everyone else, I went on a bit of a tangent there.



ToxieDogg said:

Quite frankly, one of the worst adverts I've seen for anything, ever.

All you people defending it, if this was an ad for the Xbox One or PS4, you'd be agreeing how embarrassingly bad this really was.



wober2 said:

I cannot believe how harshly critical people are. I thought the advert was good. This made me smile and conveyed that the wire has game while being quirky weird that separates Nintendo from Sony and Microsoft.



StarDust4Ever said:

If AAA titles are bread, indie games are butter, and Virtual console is the cheese, then what's that little olive on the top? Netflix? Mmm, but it still needs a bit of grilling to make it good and toasty!



FJOJR said:

Should have tossed in the Wii Shop Channel selection as side dishes.



TheRealThanos said:

@Jukilum Well, then I hope you didn't miss the point that I'm an American too, except I learned to look outside the box and found out that some things (in this case a simple sandwich) isn't all that strange, just because we think so, because we are only a part of the world, not all of it.
But in any case, no need to get irritated or whatever, which is what seems to come across (but I could of course be wrong) from you saying 'didn't feel the need to specify'. With all due respect to a fellow countryman: If you want to say something, clarity would be really appreciated.



Melkaticox said:

So bad it's good...

Here's an idea, Nintendo: Replace this guy with Simon Pegg and hire Jontron for an american version of these commercials. One billion consoles sold.
...Unless you keep these commercial on your youtube channels, of course.

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