Showing posts with label Brian Bacino. Show all posts
Showing posts with label Brian Bacino. Show all posts

It's Thinking: An Interview With Brian Bacino - The Man Behind The Iconic Dreamcast Slogan

The Dreamcast's North American launch was one of the most successful console launches of all time. It boasted a line up of games that was unmatched in terms of variety and quality, and an air of untouchable swagger and confidence swirled around Sega that hadn't been seen since the days of the Genesis. Key to the success of the Dreamcast's introduction to the lucrative American market was undoubtedly the bombastic and memorable advertising campaign that supported the console.


The iconic 'It's Thinking' TV commercials and the memorable launch date of 9.9.99 were powerful weapons in Sega's arsenal when waging a marketing war against Sony and Nintendo for consumer dollars. However, these two components of marketing collateral did not come about by pure coincidence. They were thoughtfully constructed prongs of the same pincer movement strategy, and arguably helped to propel the Dreamcast into millions of American homes in those first few months post launch.
Here, in an exclusive interview we talk to Brian Bacino, the man behind the North American advertising campaign. As former Creative Director at respected advertising house Foote, Cone & Belding (FCB) of San Francisco, Brian was instrumental in the creation of the Dreamcast brand and the system's early success...

DCJY: Brian, first allow me to thank you for taking the time to answer our questions. The Dreamcast console really was a game-changer when it was released (pun intended!) and still holds a dear place in the hearts of a lot of gamers. To kick things off, could you give us a brief description of what your role was at FCB and specifically with the Sega Dreamcast commercials?

Brian Bacino: Hi Tom – thanks, I’m totally psyched to talk about the Dreamcast launch. It was an epic adventure in advertising, full of drama, plot twists and explosions! I was FCB San Francisco’s SVP Group Creative Director/Writer in charge of the launch and roll out of The Sega Dreamcast. My partner, Steve Fong, and I conceived and created the ‘It’s Thinking’ campaign and the ‘Apocalypse’ launch film – heralded in 1999 by several video game magazines as “the most epic video game commercial ever created!” Steve and I would not argue.