Watch a Real Hedgehog Pretend to be Sonic to Celebrate Groundhog Day

The Sonic marketing team continues to surprise and delight. Today, February 2, is Groundhog Dog, and to celebrate the occasion, Sega obtained an actual hedgehog and set it loose on a Sonic-themed set. As you’ll see, the little critter collects coins (sorta) and proceeds to knock stuff over.

This video is meant to be something of an homage to commercials for Sonic Adventure 2 in the early 2000s, for which Sega also recruited a real-life hedgehog to help sell the GameCube game. Today’s video also uses a song from Sonic Adventure 2, “Escape from the City,” which, I’m sorry, may now be stuck in your head.

2016 marks the 25th anniversary of the Sonic franchise, which debuted in 1991 for Sega Genesis.

“Sonic has seen a wide range of games and gameplay styles, but whether you prefer the classics, the Adventure series, the Colors/Generations style, or anything in between, thanks for sticking with the blue blur through thick and thin,” Sega said on its blog today.

“We can’t wait to celebrate the 25th Anniversary with you all throughout the year–and we have some pretty cool stuff coming up.”

Last month, Sega unveiled a new logo for Sonic’s 25th anniversary. Additionally, a report claimed that a new Sonic game may also be in the works, though nothing has been made official just yet.

Sega has employed some unusual and eye-catching marketing tactics lately for the Sonic brand. There was a Shia Labeouf motivational video themed around Sonic and then, just this week, there was this tweet in reference to B.o.B.’s claims that the earth is flat.

Oh, and Punxsutawney Phil did not see his shadow today, so spring is coming early, apparently.

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