Segata Sanshiro was a fictional character starring in Sega Saturn commercials aired in Japan. He was a parody of Sanshiro Sugata, a judo master portrayed in Kurosawa's movie. You could say that Segata was a japanese Sega Saturn's mascot, a type of mascot that would beat the shit out of you if you decided to do anything but play Saturn games, and let's be honest here, he was damn right about that. Segata encouraged playing on Sega's system in the course of 20 differnt tv ads, often using his catch phrase "Sega Sataan Shiro" which translates in both "Do Sega Saturn" and "White Sega Saturn", additionaly it sounds almost like his name. Segata eventually starred in his own game, "Segata Sanshirō Shinken Yūgi" which contained several mini-games, some based on Segata's commercials.
Ad 1- Segata as Santa Claus
Ad 2- Sonic R
Ad 3- My definitive favourite :D Saturn Bomberman Fight!
Ad 4- Another "general" Saturn ad
Ad 5- Solo Crisis
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