Unpacking the Infamous First Zelda TV Commercial: Gail Tilden Reflects on Nintendo’s Bizarre Early Marketing

Nintendo’s bold approach to game marketing has often defined its place in the industry, and few figures have been as influential in crafting that image as Gail Tilden—the original editor of Nintendo Power and a foundational force in Nintendo of America's advertising.

In the latest episode of the Video Game History Hour, a podcast presented by the Video Game History Foundation, Tilden joined host Frank Cifaldi before a live audience at the Long Island Retro Gaming Expo in August 2024 to discuss pivotal moments from Nintendo’s early years stateside.

The episode explores numerous milestones, including Nintendo of America’s short-lived plans to market the Famicom as the Advanced Video System (AVS), the strategic reasoning behind the Nintendo Seal of Approval, and the company’s learnings from ambitious yet risky marketing undertakings such as Earthbound’s Western campaign. For dedicated The Legend of Zelda fans and those fascinated by gaming history, Tilden’s recollection of the very first North American television commercial for Zelda stands out as a particular highlight.

The commercial, well-remembered—and often lampooned—within the community, featured comedian John Kassir (famous for voicing the Cryptkeeper in Tales from the Crypt) energetically calling out enemy names from Zelda while confined in a surreal, padded cell.

The over-the-top editing and wild tone left a lasting impression, later earning the spot among some of the most bizarre Nintendo commercials ever aired. Reflecting on the commercial’s genesis, Tilden recounted to Cifaldi that the original pitch from Nintendo of America’s advertising agency was simply to have a standup comedian, under a spotlight, highlighting the unique aspects of The Legend of Zelda.

However, upon arriving at the shoot in Los Angeles, she found Kassir performing his energetic act in a dramatically different setting than expected.

"We were a very small team at that time, maybe three or four people in advertising," Tilden explained during the live podcast.

"The agency pitched a stand-up routine, which sounded fine.

But when we saw the padded cell concept in person, it was a shock.

This wasn’t what we’d agreed on.

We even contacted the agency and our executives right then, but the decision was made to continue because we were already there." Tilden further illuminated how quickly Nintendo of America sought to course-correct, producing another Zelda commercial shortly thereafter—one befittingly known as the 'Zelda Rap.' She candidly noted that, in retrospect, neither commercial likely resonated with fans in the way Nintendo had hoped, but both remain memorable touchstones in the brand’s history. The interview offers rare insight into the early challenges Nintendo of America faced as it translated Japanese gaming phenomena for Western audiences and provides a candid glimpse into the creative and sometimes chaotic world of video game marketing.

Listeners can enjoy the full discussion on the Video Game History Hour podcast, available through the Video Game History Foundation’s official channels. For more on The Legend of Zelda, Nintendo Power, and the ongoing legacy of Nintendo’s marketing, stay tuned for continued coverage as the company looks to new frontiers with platforms like Nintendo Switch and digital showcases such as Nintendo Direct.

Zelda Nintendo The Legend of Zelda Legend of Zelda Nintendo Power Gail Tilden Unpacking Video Game History Foundation Long Island Retro Gaming Expo John Kassir Frank Cifaldi