This is my fourth (and final) installment on SCRABBLE adverts. I'm sure there's a lot I haven't found, but that's for another day. But this post features all of the remaining SCRABBLE advertisements (prints and posters) that haven't already been listed in my previous posts:
Ogilvy & Mather produced the most amount of SCRABBLE ads, but JWT is second in numbers (both are subsidiaries of the WPP Group). Their Santiago office in Chile has been working with Mattel since 2006, and their 2009 campaign won them Silver CLIO Awards for both the poster and print (recreational items category). They diced up real objects, like a guitar and submarine, in the amount of their respective letters contained in the word (guitar = 6, submarine = 9), then mixed them up just like they were on your rack. They also recreated this for their 2010 campaign for Junior SCRABBLE.
But the more interesting ones are from advertising agency G7 in Poland, made for the Polish Scrabble Federation. This campaign turned graffiti, like SLUT and BITCH into larger, more respectable words, like SALUTE and BEWITCH, by adding a few SCRABBLE tiles... something the gutsy Mattel probably wouldn't even consider.
Another interesting one was for Webber Wentzel, a South African law firm, made by The Firehouse Group. It spells out the word hippopotomonstrosesquipedalian in SCRABBLE tiles and gives its definition, "relating to very long words," then instructs you to visit their website for more "unconventional intelligence." And just in case you're wondering, this word would not fit on a SCRABBLE board, nor the Super SCRABBLE board, but it would fit snugly on two regular boards, although it would take up 30% of the letters from one game alone!
If I find more, I'll add them to the list. If you find one I haven't, let me know!
"Liberá tu vocabulario" (Free Your Vocabulary) Advertising School: Brother Ad School, Buenos Aires, Argentina Creative directors: Manuel Ruzza, Bruno Sousa, Jonathan Montiel Art Director: Bruno Sousa, Jonathan Montiel Copywriter: Manuel Ruzza * Information from Ads of the World: Marsupial, Baseball (Biesbol), Headphones (Auriculares)