I don't understand how the commercial indicates at all that NOA is out of touch.
In an ideal world, games should sell themselves. To quote former NOA Executive VP of Sales and Marketing Peter Main, "The name of the game is the game." Unfortunately, our world is slightly less than ideal, so sensible marketing is necessary.
A commercial for a company's product shouldn't make the customer embarrassed to go to the store and purchase it. And no, this isn't a personal issue with my self-esteem. It is okay to have a cheesy, youthful commercial, just not one that looks so cheap and thrown together that a preschooler could do better. Additionally, there should be more variety in the tone and style of the commercials, instead of all of them being the same style.
There have been great commercials in the past that are juvenile and ridiculous, and I am fine with those. Cutting a few game clips together and having a dweeby bodiless voice sing two and a half lines over it lacks the same charm and positive appeal as something more artistic and creative like the Dr. Mario Witch Doctor commercial with a live actor dressed as a witch doctor or the Genesis vs. Super Nintendo commercial where they strapped Genesis to the back of a real race car and SNES to the back of a slow white van.
If the Squid Kid commercial were to be followed up with something like the Shibuya Squid commercial airing in Japan and Europe, then I would feel better about it. There would be a level of balance to the juvenile and cheap appearance. Instead, Squid Kid is the sequel to a similar but even worse commercial with ad-libbed-sounding lyrics to the Splatoon soundtrack.
Edit: TL;DR The NOA Splatoon commercials are shallow in comparison to historically more appealing work.
