This Dutch advertisement for Rabobank uses the Game Boy to sell a savings account to young people. Under the headline "Waarvoor zou je eigenlijk sparen als je jong bent?", roughly "What should you really be saving for when you are young?", it surrounds a mountain bike with the things a Dutch teenager might dream of owning: roller skates, a skateboard, a camera, a portable stereo, a Discman and, near the top, a Nintendo Game Boy.
The handheld's appearance here says a lot about its status in the early 1990s. By this point the Game Boy was desirable enough that a bank could use it, alongside bikes and skateboards, as shorthand for everything worth saving up for. It is the Game Boy not as a product being sold, but as a cultural symbol borrowed to sell something else entirely.
