Paulo Coelho
Executive Creative Director at DM9DDB
São Paulo, Brazil
TitleMeet Blank
Campaign Crazy Combinations
Advertiser Mattel, Inc.
Brand Scrabble
Date of First Broadcast/Publication
Business Sector Toys & Games
Tagline Bringing Letters and People Together
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. 
Media Type Television
Executive Creative Director
Creative Director
Creative Director
Art Director
Agency Producer

People related to this work

Related Ads


Create a free Talent profile and become a member of AdForum

Get Started