The Scrabble 2012 Campaign Shows the Game Improves Player's Lexicon

By: Meghan Young - Published: Feb 4, 2012 • References: ogilvy & ibelieveinadv
The Scrabble 2012 campaign focuses on some very famous phrases. The only thing is, because these print ads are for a board game that involves words, the phrases have been tweaked slightly. Instead of spelling them out verbatim, the tiles are cleverly used to represent a synonym for the most important word in the sentence. For instance, instead of "Houston, we have a problem," the Scrabble 2012 campaign substitutes in the word "conundrum."

Conceived and executed by Ogilvy, an ad agency based in San José, Costa Rica, the Scrabble 2012 campaign also makes some fun pop culture references involving The Beetles and Marilyn Monroe. As playful as the board game is, the campaign cleverly shows that people can expand their vocabulary playing it.

The Scrabble 2012 campaign was are directed by Roberto Leiton. Stats for Revamped Famous Phrases Trending: Older & Chilly
Research: 651 clicks in 225 w
Interest: 2.8 minutes
Concept: Scrabble 2012 Campaign
Related: 48 examples / 37 photos
Segment: Neutral, 12-55
Comparison Set: 18 similar articles, including: helicopter errand ads, litter-hiding photography, and glass athlete ads.