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.”
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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
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