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Pereira & O’Dell Reveals the Strange Lives of Scrabble Tiles

It’s always refreshing to see a TV spot that breaks the mold of how a certain type of product can be marketed. Not that I’m saying Pereira O’Dell and prodco Biscuit Filmworks’ newest campaign for Scrabble is revolutionary, but I think if we ever hear the phrase “board game ad,” most of us have an pretty set idea of what it looks like, no matter what game is being advertised.

Well, it looks like two things happened here. First, Pereira & O’Dell creatives decided to think quite far outside of the box and presented this concept to Mattel. Then, probably quite surprisingly, Mattel decided to approve a hell of a budget. Now, we have a campaign that take us away from the smiling family sitting around their dining room table and into the world of Scrabble tiles. And, if you ask them, there’s nothing quite like being “Blank.”

Because I’m a bit of a sad bastard mess this Friday afternoon, this “Lonely Q” spot struck a nerve with me. Let’s just say, I’ve never before sympathized with the letter Q for any reason. But, things seem to work out for him, and maybe all it takes to get back on your feet is the ability to sit down, meditate over a friendly game of Scrabble, and remember how to be yourself. But, then again, I’m probably reading into this a little too much.



production company: biscuit filmworks
director: jeff low
executive producer/managing director: shawn lacy
executive producer: colleen o’donnell
supervising producer: scott craig
producer: mary beth Jenner
production designer: michelle derrick
director of photography: igor jadue-lillo

agency: pereira o’dell sf
chief creative officer: pj pereira
svp, executive creative director: jamie robinson
creative director: paulo coelho
creative director: aricio fortes
creative director (apples): rob lambrechts
copywriter: charlie wolff
copywriter: neil ramanan
director of client services: gary theut
management supervisor: henry arlander
account executive: erin garvey
director of production, executive producer: jeff fero
business affairs, broadcast: angela eddleman
senior producer: monica wilkins

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