Beloved Sega Saturn mascot Segata Sanshiro made an unexpected appearance on the Tonight Show last week, presented as part of a bit in which Conan O'Brien asked audience members about what they would like to promote.

Here, the Tonight Show repurposed an old Japanese commercial for Sakura Taisen 2 featuring the judo master, except instead of advertising Sega's SRPG, the newly subtitled spot now publicizes a Halloween parade.

Poor Segata Sanshiro. He gave his life for our sins (and to save Sega's top executives from a missile attack), and this is how we repay him.

[Via Sega Nerds]