She’s a cab driver; he’s a crab driver. She lives in Tokyo; he lives in Kyoto. Her name is Agostina; his is Santiago.
This whimsical 80-second video, part of a new Scrabble campaign, tells a little love story using some major wordplay. Anagrams are what link these two people and eventually bring them together — when they meet at a costume party, one dressed as a pineapple, the other as an apple pie.
The clip, posted on Mattel Games’ YouTube channel, was created by the agency Lola Madrid.
“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,” Pancho Cassis, executive creative director of Lola Madrid, told Adweek. “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.”
Ultimately, according to Cassis, the goal is “to convey that words are magical and powerful, and that they connect us with people.”