# Inclusive Board Game Ads The Scrabble 'Family' Ad Reshapes the Traditional Meaning of the Word By Jana Pijak | Published 2018-08-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/scrabble-family References: [youtube](https://www.youtube.com/watch?v=GjGo57fUdio) & [scrabble.hasbro](https://scrabble.hasbro.com/en-us) The Scrabble 'Family' ad campaign celebrates inclusivity by redefining the traditional meaning of the word. Spotlighting [families of all kinds](https://www.trendhunter.com/trends/making-space1), 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](https://www.trendhunter.com/trends/hallmark-valentines-day) 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](https://www.trendhunter.com/trends/la-famiglia-campaign) versus just those who are related by blood. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 30% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### 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. ## Related on Trend Hunter - [Adult Board Game Campaigns](https://www.trendhunter.com/trends/ageless-innovation-hasbro.md) - [Community Board Game Pop-Ups](https://www.trendhunter.com/trends/national-scrabble-day.md) - [Family Board Game Promos](https://www.trendhunter.com/trends/hasbro-and-birds-eye.md) - [Family-Honoring Festive Campaigns](https://www.trendhunter.com/trends/family-campaign-1.md) - [Upgraded Family-Friendly Card Games](https://www.trendhunter.com/trends/dat-game-family-edition.md) - [Family-Centric Footwear Campaigns](https://www.trendhunter.com/trends/joyful-chaos-family.md) - [Age-Inclusive Board Games](https://www.trendhunter.com/trends/hasbro-5.md) - [Familial Meal Kit Campaigns](https://www.trendhunter.com/trends/hellofresh-hello-dinner.md) - [Strategic AI Wordplay Games](https://www.trendhunter.com/trends/vocab-scrabble.md)