"There's magic in words" is the concept that drives this beautiful love story for Mattel's Scrabble, created out of Lola Madrid and directed by Landia's Rodrigo Saavedra.

It tells the tale of Agostina and Santiago, a couple-in-the-making who are inexplicably intertwined by, of all things, letters. Their lives move along an oddly parallel path, their every move joined by the fact that they're anagrams of each other. They bear the same letters, only in a different order. Their names are one example. She lives in Tokyo while he lives in Kyoto. She's a cab driver, while he's a crab diver.

It's a strange but compelling tale, meant to attract millennials but not in a heavy-handed way. "We wanted to convey the brand essence through a love story that had words at its core," said Montse Franch, marketing manager for Mattel's Europe and Middle East region in a statement." The spot portrays romance and charm without cliches and while reinforcing the magic of Scrabble for a young and millennial audience."

Lola Madrid ECD Pancho Cassis added, "Our strategy was to focus on the power of words which is the foundation of Scrabble, but it was important to package it in a beautiful, and compelling way to entice newer players."