Scrabble Plays With Definition of Family in a Super-Inclusive Spot

From Cats to Aristocrats - Everyone Celebrates Diversity Over the Holidays

Published On
Nov 28, 2017

Editor's Pick

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.


Nov 28, 2017
Brand :
Client :
Agency :
Lola MullenLowe
Chief Creative Officer :
Chacho Puebla
Executive Creative Director :
Pancho Cassis
Creative Director :
Fabio Brigido
Creative Director :
Toms Ostiglia
Art Director :
Manuel Castillo
Art Director :
Enrique Torguet
Art Director :
Saulo Rocha
Copywriter :
Guilherme Nesti
Account Director :
Tom Elliston
Account Supervisor :
Laura Gerpe
Account Supervisor :
Jessica Otero
Strategic Planner :
Elena Puerta
PR Team :
Enrique Caballero
PR Team :
Sarah Okrent
PR Team :
Henry Holmes
Agency Producer :
Diego Baltazar
Agency Producer :
Flor Caputo
Production House :
Director :
Nico Perez Veiga
Executive Producer :
Inés Segura
Executive Producer :
Caro Cordini
Director, Photography :
Charly Ritter
Editor :
Alejo Hoijman
Post Production :
Music :
Pappa Music

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