Pereira & O'Dell San Francisco, United States Advertising / Full Service / Integrated

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Pereira & O'Dell Creative Work

Title "Meet Blank"
Agency Pereira & O'Dell
Campaign Crazy Combinations
Advertiser Mattel, Inc.
Brand Scrabble
Date of First Broadcast/Publication 12/2012
Business Sector Toys & Games
Story

Meet the personalities behind the Scrabble tiles in these global brand television spots. The spots aired in France, Latin America, Spain Germany and Mexico and feature Scrabble characters “P”, “Q” and “Blank” who struggle with their worth as part of words. In one spot a Lonely Q (worth a whopping 10 points) tries to find letters he can be next to, while in another spot, the universal Blank is a self proclaimed man of the world with infinite possibilities.

This quirky campaign assigns personality characteristics to Scrabble tiles which is a new twist in how we have marketed the game previously. So the next time you say your Scrabble tiles are useless, think about how that makes them feel. 

Tagline Bringing Letters and People Together
Media Type Television
Length31 seconds
Executive Creative Director Mr. Jaime Robinson
Creative Director Mr. Arício Fortes
Creative Director Mr. Paulo Coelho
Art Director Keli Linehan
Copywriter Mr. Charlie Wolff
Agency Producer Mr. Jeff Ferro

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