--- title: Scrabble Anagram Lovers Video From Mattel description: This whimsical 80-second video, part of a new Scrabble campaign, tells a little love story using some major wordplay. canonical: https://time.com/3898678/scrabble-ad-anagram-lovers/ author: Samantha Grossman article:opinion: false article:content_tier: free article:published_time: 2015-05-27T22:13:44.000Z article:modified_time: 2026-04-13T07:20:24.258Z og:title: This Whimsical Ad Is the Perfect Love Story for Word Nerds og:description: It tells a tale entirely through anagrams og:url: https://time.com/3898678/scrabble-ad-anagram-lovers/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltfd0be1cfb6d9284c/698851e42dce016de59e3ea6/screen-shot-2015-05-27-at-4-37-15-pm.png?branch=production&width=1047&quality=75&auto=webp&crop=16:9 og:image:width: 1047 og:image:height: 589 og:image:alt: Screen Shot 2015-05-27 at 4.37.15 PM og:type: article twitter:card: summary_large_image twitter:title: This Whimsical Ad Is the Perfect Love Story for Word Nerds twitter:description: It tells a tale entirely through anagrams twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltfd0be1cfb6d9284c/698851e42dce016de59e3ea6/screen-shot-2015-05-27-at-4-37-15-pm.png?branch=production&width=1047&quality=75&auto=webp&crop=16:9 ---  # This Whimsical New Scrabble Ad Is the Perfect Love Story for Word Nerds > Sponsored content. 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Every edition is assembled by TIME editors rather than generated automatically. by [Samantha Grossman](https://time.com/author/samantha-grossman/) ## Samantha Grossman May 27, 2015 10:13 PM UTC  by [Samantha Grossman](https://time.com/author/samantha-grossman/) ## Samantha Grossman May 27, 2015 10:13 PM UTC 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](https://www.youtube.com/watch?v=nOgcEykrdXI&feature=youtu.be), 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_](http://www.adweek.com/news/advertising-branding/ad-day-scrabble-tells-delightful-love-story-entirely-anagrams-165010). “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.” _Read next:_ [_‘Lolz’ And Thousands Of Other Words Added to Scrabble Dictionary_](http://time.com/3892184/lolz-new-scrabble-slang-words/) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3898678/scrabble-ad-anagram-lovers/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3898678/scrabble-ad-anagram-lovers/"},"headline":"This Whimsical New Scrabble Ad Is the Perfect Love Story for Word Nerds","datePublished":"2015-05-27T22:13:44.000Z","dateModified":"2026-04-13T07:20:24.258Z","description":"It tells a tale entirely through anagrams","url":"https://time.com/3898678/scrabble-ad-anagram-lovers/","keywords":["Newsfeed","society","Words"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/bltfd0be1cfb6d9284c/698851e42dce016de59e3ea6/screen-shot-2015-05-27-at-4-37-15-pm.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Samantha Grossman","jobTitle":null,"url":"https://time.com/author/samantha-grossman/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/bltfd0be1cfb6d9284c/698851e42dce016de59e3ea6/screen-shot-2015-05-27-at-4-37-15-pm.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Screen Shot 2015-05-27 at 4.37.15 PM","caption":"","creditText":"","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3898678/scrabble-ad-anagram-lovers/","name":"This Whimsical New Scrabble Ad Is the Perfect Love Story for Word Nerds"}}]}] ```