When first launched in America, a memorable TV advertising campaign was used to promote the system as superior to the Game Boy. One commercial featured a dog looking back and forth at both portables, with a narrator saying, "If you were colorblind and had an IQ of less than twelve, then you wouldn't care which portable you had. Of course, you wouldn't care if you drank from the toilet, either." An advertisement was shown in black and white, with players milling about aimlessly in a dark void, playing Game Boys. A lone rebel appears with a Game Gear, cueing the narrator's comment of "The Sega Game Gear: Separates the men from the boys." Another showed a gamer hitting himself in the head with a rigid, dead squirrel in order to see color on his Game Boy. When the Game Boy began to appear in different colors, Sega's ad ridiculed it by showing the Game Boy disguised in loaves of bread. Another ad from that era featured a professor explaining that though the Game Boy now was available in bright colors, the graphics were still monochrome, and therefore Game Gear was still superior. Although Sega was rather proud of these original marketing campaigns, it may have backfired since many gamers - loyal to their existing Nintendo handhelds - saw the ads as offensive, condescending or even patronising. Negative advertising may have been also been detrimental since it implied that the Game Gear was in second place (as indeed it was).
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