Scrabble’s New Campaign Spells Love

Scrabble can make or break a relationship. It’s true, a game of dirty flirty Scrabble can ramp up the temperature and sexual tension during an otherwise dreary weekend break to the Lake District. On the other hand, when the game dissolves into a heated hour-long argument triggered by the word ‘ze’ then maybe things are on the rocks. So it’s kind of appropriate that this new spot for the famous (infamous?) board game should be all about love.

Lola Madrid has concocted a love story that’s all about anagrams. Agostina, the Tokyo cab driver meets Santiago, a Kyoto-based crab diver and they land the ultimate triple-word-score of life. The direction is by Landia’s Rodrigo Saavedra, who brings a distinctly whimsical but clean flavour to the spot that never veers off into the realms of saccharine twee. 

“We wanted to convey the brand essence through a love story that had words at its core. The spot portrays romance and charm without clichés and while reinforcing the magic of Scrabble for a young and freethinking audience,” said Montse Franch, Marketing Manager for Mattel’s EuRoMEA region.

For Pancho Cassis, Executive Creative Director of LOLA Madrid, “our strategy was to focus on the power of words which is foundation of Scrabble, but it was important to package it in a beautiful, and compelling way to entice newer players.”