The Story Behind Nintendo’s Unforgettable Legend of Zelda NES Commercial Starring John Kassir

Nintendo’s history is filled with iconic advertising campaigns for its consoles and games, each utilizing creative approaches to reach diverse audiences.

Among these, few commercials are as memorable—or as unconventional—as the original NES TV spot for The Legend of Zelda, featuring comedian and accomplished voice actor John Kassir, best known for roles in Tales from the Crypt and Bayonetta.

First aired in the late 1980s, the commercial placed Kassir inside a padded cell, energetically shouting the name “Zelda” alongside various enemy names from the game.

The surreal tone and offbeat energy set the ad apart, leading to numerous discussions over the years regarding its origins and intent. Recently, new details about the making of the commercial have come to light through the Video Game History Hour podcast (via Time Extension).

Gail Tilden, former Nintendo of America employee and an influential figure in the company’s early marketing division, recounted her perspective on the development and execution of the ad. "We produced a TV commercial that was quite outlandish—you can find it as the very first Zelda commercial," Tilden explained.

"It features a comedian in a padded room, energetically shouting about the game’s features and enemies.

At the time, our advertising team was small—just three or four people—and when the agency proposed involving a stand-up comedian, we thought it sounded promising, envisioning a more traditional comedic spotlight." According to Tilden, when she arrived at the Los Angeles shoot and saw the unconventional direction—a frenetic performance inside a padded cell—it diverged sharply from Nintendo of America’s original expectations.

She described her reaction as: "This isn’t what was agreed upon.

We had anticipated a comedian delivering lines on stage, not this intense scenario.

Ultimately, since we were already at the shoot and had approval from leadership, we went ahead.

However, we promptly followed up with another commercial, which fans may recognize as the 'Zelda Rap.' In retrospect, I’m not sure either spot would be considered broadly appealing today." Tilden also reflected on the considerable effort invested in The Legend of Zelda’s North American packaging, noting that the gold cartridge and box represented a “notable investment” for the company.

That ambitious gold design established a visual identity for the franchise, deepening the brand’s recognition among fans and influencing future releases, including on platforms like Nintendo Switch and the eShop. The Legend of Zelda NES commercial featuring John Kassir remains a standout example of Nintendo’s willingness to push creative boundaries in its marketing, providing an enduring case study for those exploring the evolution of video game advertising.

For long-time fans and historians alike, the story behind this commercial offers a glimpse into the experimental spirit that has helped shape Nintendo’s legacy. Sources: gamehistory.org, timeextension.com

Zelda Nintendo Legend of Zelda NES Nintendo of America America Xbox Series X|S John Kassir Gail Tilden