Scrabble has released a TV spot called “Anagram Lovers” that is telling a brand story through anagrams and showing the separate lives of two individuals which are intertwined.
She lives in Tokyo, he lives in Kyoto. She’s a cab driver, he’s a crab diver. She wonders if she’s forever alone, he’s thinking about his veneer floor. These are from Scrabble’s new ad campaign!
Brazilian director, Rodrigo Saavedra, in collaboration with creative agency, Hello LOLA Madrid, has created a beautiful visual story for Mattel’s Scrabble that tells a quirky love story based on a delightful play of letters.
The 80-second video, part of a new Scrabble campaign shows the separate lives of two individuals which are fascinatingly associated with their names, the different cities they live in and their respective jobs, among others. Anagrams are what link these two people and eventually bring them together.
Pancho Cassis, executive creative director of Lola Madrid, told Adweek;
The idea of using anagrams was a way to salute the intelligence of avid Scrabble players, but by using a love story, the spot became universal. This communication was aimed at opening up to a broader audience, specifically younger players and non-players who spend a lot of time online but are seeking out offline experiences.
The spot launched in English for the international community and will stream in Europe this summer in French, Spanish, Italian and German. Word nerds will like the idea!