Scrabble Plays With Definition of Family in a Super-Inclusive Spot
From Cats to Aristocrats - Everyone Celebrates Diversity Over the Holidays
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.
Credits
- Date
- Nov 28, 2017
- Brand :
- Scrabble
- Client :
- Scrabble
- 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 :
- Primo
- Director :
- Nico Perez Veiga
- Executive Producer :
- Inés Segura
- Executive Producer :
- Caro Cordini
- Director, Photography :
- Charly Ritter
- Editor :
- Alejo Hoijman
- Post Production :
- Pickle
- Music :
- Pappa Music
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