Y&R Irvine is the agency behind the ad, which features innovative computer graphics. The agency takes people away from traditional board game ads, which are usually set in the happy family living room environment.
The storyline talks about a family competing in a game of Scrabble. The game board turns into intertwining streets. Each family member calls on their best 'warriors' to challenge their competitors. Playing on the name of the campaign, in case players are confused about which player is which, players are all connected with different coloured strings. Dad is green, mom is yellow and the son in red.
The storyline talks about a family competing in a game of Scrabble. The game board turns into intertwining streets. Each family member calls on their best 'warriors' to challenge their competitors. Playing on the name of the campaign, in case players are confused about which player is which, players are all connected with different coloured strings. Dad is green, mom is yellow and the son in red.
Scrabble is also celebrating its 60th anniversary with the campaign.
Credits:
Project Word Strings
Client Mattel
Creative agency Young & Rubicam
Executive creative director Anthony Dibiase
Associate creative directos Emlie Council, Erik Norgaard
Director of integrated production Laura Keseric
Broadcast producer Amanda Menke Corsello
Production company Rhythm + Hues
Director James Wahlberg
Director of photography Warren Hansen
Executive producer Paul Babb
Head of production live action Kat Dillon
Head of production VFX Lisa White
Editor Steve Wellington
Exposure Television
