Scrabble

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16 February, 2009

by Serge

scrabblecamera

scrabbleelephant

scrabbleguitar

scrabblesubmarine

scrabblewarrior

The puzzle geek in me was glued to this ad for a far too-embarrassingly-long-period-of-time to admit, sorting out the different images. And the illustrations left me dying to play Scrabble. I guess that’s a 10 out of 10 for JWT Santiago?

True, not all of us are puzzle geeks (sadly, the world would be a happier place!) But this is that rare combination of a genius idea with awesome execution – the ad is engaging AND sells the product. How often does that happen?

I miss the simpler things in life, when a night in with Scrabble and a coffee mug was all that one needed to have fun. Board games seemed to have been relinquished to retro-night when there is electronic madness and a million other things to keep us distracted. Don’t even get me started about online scrabble.

Call it trendily vintage, or adorably old-fashioned – paint it however you like. But I doubt I’m the only one who secretly reminisces of a time where my laptop didn’t dominate my entire existence. I must confess, I have no idea how the board game industry is doing these days. My hunch would be that they’re struggling. Every kid I know prefers their Nintendo DS to conversation and human interaction, so I’m guessing that the average game of Scrabble with the parentals has fallen far below in priorities. And it can’t only be the puzzle geeks of the world who find that sad.

Advertising Agency: JWT Santiago Chile
Creative Directors: Matias Lecaros, Sergio rosati
Art Director / Copywriter: Matias Lecaros
Illustrator: Astro image Creators
Photographer: Patricio Pescetto / Astro image Creators
Other additional credits: Tomás Vidal, Israel Urrutia, Tomás Neely, Leo Farfan
Published: December 2008