1996 · Electronics

Nintendo

Keep It in Your Pants

Nintendo's agency Leo Burnett pitched the 1996 Game Boy Pocket to adults, not kids, because gaming was shedding its children's-toy image and the slimmer redesign finally fit an actual pocket. The ad photographs a Game Boy outlined in a denim back pocket under 'Keep it in your pants,' a locker-room double entendre that signals the grown-up target audience while quietly making the only argument that mattered for a 'Pocket' model: it is small enough to carry where you already carry your wallet.

Category

Electronics

Decade

1990s

Period

Game Boy Pocket launch

Origin

Nintendo Game Boy Pocket print advertisement

Format

Vertical print