Segata Sanshiro

Segata Sanshiro is the Japanese spokesman for Sega's Saturn console — a crazed martial artist who beat the living crap out of people for not playing Sega Saturn and singing his own theme song, which was later released as a CD and record that sold over 100,000 copies. It can be argued that his presence in Sega's Japanese commercials was single-handedly responsible for the continued existence of Sega in the console market (up to the Sega Dreamcast).

Unbeknownst to many people nowadays, he was a direct and very personal parody of Sanshiro Sugata, a literary character of the eponymous series written by Judo scholar Tsuneo Tomita and immortalized in film as the directorial debut of Akira Kurosawa.

His last commercial consisted of him bravely sacrificing himself to ensure the Dreamcast's release, and his exploits were immortalized in Sega's last first-party Saturn game,  Segata Sanshiro Shinkenyugi. In modern days, Segata's exploits have given him a Memetic Badass status comparable to Chuck Norris, except this guy has video footage to back the claims up.

He made his first American comic appearance in  Archie Comics' Sonic the Hedgehog  issue #269, was one of the three winners for the voting of DLC characters in  Sonic & All Stars Racing Transformed, and made an appearance in  Project X Zone 2  as a boss fight and support character.

Personality
Sanshiro lives as a hermit, training with a giant Sega Saturn and will sometimes go into the city to "enlighten" people about the Sega Saturn by beating them up until they play it. When the Dreamcast was made, he was no longer needed. In his final commercial, a terrorist fired a missile at the Sega of Japan but Sanshiro stopped the missile and flew off into space and muttered "Sega Saturn Shiro!!" a few more times before the missiles explodes and Sanshiro dies. The announcer then states that "Segata Sanshiro will live on in your hearts," followed by a display of the game Segata Sanshirō Shinken Yūgi.

Abilities
Usually, the commercials have Sanshiro showing strength or being skilled, like breaking concrete with his forehead or picking someone up and throwing them with little effort (the drop then causes them to explode... twice). He is also shown to be a skilled martial artist.

Trivia

 * Segata Sanshirō was played by actor Hiroshi Fujioka, an expert in martial arts and well known in Japan for his interpretations of characters in many tokusatsu series (i.e.: Kamen Rider).
 * The character was a spoof of Sugata Sanshirō, a legendary masterful character of the homonymous film(1943) from director Akira Kurosawa.
 * Segata Sanshirō was both mentioned in the Conquest of the Commercials and incluided in Dragon's Lair the Movie Sketch videos from Nostalgia Critic/Channel Awesome.