Scrabble Plays With Definition of Family in New Spot Posted on | AdAge


Holiday spots are all about diversity this year, and Mattel’s Scrabble has come up with possibly the most inclusive film yet.

The epic production by Lola MullenLowe travels around the world, visiting families in different landscapes and varying circumstances. It starts by suggesting, “Family. For some it’s perfect,” illustrated by three generations of smiling readheads gathered together at home. Then the voiceover adds, “For some, it’s not,” as we see a weeping mother and her unresponsive teenage son.

The rest is a joyous celebration of everything in between: a mixed race family with six kids, a single parent family with two kids, a family of cute cats, and a family of drunken aristocrats. The voiceover finishes, “It could be your colleagues, your friends, and the friends they bring, for family is more than a word. It’s a valuable thing.”

Scrabble’s long-standing endline, “There’s magic in words,” is reflected in the ad’s concluding line, “There’s magic in family.” The spot will be shown in Spain, France, Poland and the U.K.

This article was first published on adage.com