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10 October 2021

A new nostalgia.

by Jason Stone

Nintendo Switch: “When Life Gives You a Moment” - 40s

This isn't entirely relatable for those of us whose misspent youth involved pool halls and jumpers for goalposts, but younger generations seem sure to understand the appeal of a date night which involves settling the baby; cracking open a takeaway; and spending an evening playing with the advertised games console. This is a new nostalgia.

Much of its charm lies in its humdrum everydayness, and performances which tick the authenticity box with emphasis. The casting and styling contribute to this vibe, with the young couple looking as unglamorous as possible to reinforce the sense of ordinariness. (Though we're not sure if it's significant that a frequently favoured flavour of male protagonist looks like he's been plucked at random from the creative department itself less so at the moment, of course, as current casting tends to reflect a need to compensate for the absence of non-white faces behind the camera by placing as many as possible in front of it).

This commercial enables Nintendo to position themselves as an oasis of fun in the stressful lives of people facing the responsibilities of adulthood for the first time, and that's certainly going to be very relatable for an awful lot of people as the stresses and strains of post-pandemic life take their toll.

Film Production: Smuggler Ⓟ Ⓦ
Director: Jamie Rafn Ⓟ Ⓦ
Producer: Jason Scanlon
Cinematographer: Jim Jolliffe Ⓦ (Vision Ⓟ Ⓦ)
Production Designer: Sarah Kane
Editor: John Mayes @ Marshall Street Editors Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.