[El Segundo, Calif.] Positioning Mattel's Scrabble as a clever and convivial word game in up to 10 languages was a creative challenge, especially when some countries were established Scrabble markets and others new to the game. WPP Group's Young & Rubicam
, Irvine, Calif., developed a print and TV campaign that juxtaposes two words from a man and a woman as though they were thoughts. In one ad, a young man who adds a second straw to a drink thinks "romantic" while his annoyed date's word is "cheapskate." A woman and man in a car full of kids are thinking, respectively, "vacation" and "vasectomy." In each ad, the point count appears above the word. The tagline is "Scrabble. It's your word against theirs."