Anyone's who's ever played Pictionary knows that the fun in the game is not about being great at drawing, but in getting it wrong.
The classic Mattel game (which is now also an app as well as a board game) celebrates this in a delightful new European spot by Spanish agency Lola MullenLowe. It starts with a man getting ready for work and taking a large fish out of his desk drawer. He ties it round his neck and proceeds to wear it all day--in business meetings, at lunch (which happens to be sushi), at an office party tied round his head like a bandana. Just when you're wondering what all this is about (along with the soundtrack, a song with the lyrics "It's a fish"), you get it: someone draws a tie in Pictionary, and of course everybody thinks it's a fish. Lorena Medina of Blur directed the ad.
"Pictionary is like karaoke; when people get it right it's a lot less fun than when people get it wrong. That's the essence of the game and the campaign. We believe that it's a very unique characteristic of Pictionary that people enjoy and relate to," says Pancho Cassis, executive creative director, Lola MullenLowe, in a statement.