The Scrabble 'Family' ad campaign celebrates inclusivity by redefining the traditional meaning of the word. Spotlighting families of all kinds, and who are located all across the globe, the commercial examines different ideas associated with society's perception of what a family is really defined as.
While the ad starts off with a traditionally perfect smiling family of parents, brothers and sisters, it continues to spotlight a family who has experienced loss, and one with a single parent household. The ad also goes on to feature a same-sex couple and their baby, a group of colleagues, a soccer team who celebrates after a win, and a tight-knit group of close friends.
Emphasizing that family is not just a word, the Scrabble Family campaign is inclusive and sentimental -- proving that togetherness can be fostered by anyone versus just those who are related by blood.
Key Themes Behind This Trend
- Inclusive Advertising
- Opportunity for brands to reshape traditional perceptions and celebrate diversity in their ad campaigns.
- Redefined Families
- Creating products and services that cater to the evolving definition of family, accommodating non-traditional household structures.
- Sentimental Marketing
- Utilizing emotional storytelling to evoke a sense of connection and togetherness in advertising.
Where This Applies
- Advertising & Marketing
- Industry players can adopt inclusive ad strategies to resonate with diverse audiences and cultivate brand loyalty.
- Family & Parenting
- Opportunities to develop products and services that address the needs of non-traditional families and promote inclusivity.
- Entertainment & Media
- Creating content that embraces diverse family structures, which can appeal to a wider audience and generate positive reception.
