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.

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Well, we have to say this is a little Friday boost as the one and only Snoop Dogg along with San Francisco shop Pereira & O’Dell have collaborated on a project to commemorate his greatest moments…and of course, rolling papers are included. Here, the Doggfather offers an introduction to Rolling Words, which is essentially a smokable songbook as the parties are calling it and promotes the hip-hop vet’s smoking rolling papers. The book, which we’ve been told is in “elite distribution” at the moment, is all made from hemp-related materials. So, basically, all you damn need is a match.

Those who are lucky enough to attend the modern-day Woodstock that is Coachella can sample the wares, which seems appropriate enough considering Snoop’s headlining the final night on April 22. Now, does anyone want to bust out Snoop’s verse on “Dre Day” with me? Credits after the jump..

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New Career Opportunities Daily: The best jobs in media.

-Paulo Coelho joined San Francisco’s Pereira & O’Dell as ACD and will work across the agency’s client roster.

-L.A.-based prodco Uber Content signed director Molly Schiot for worldwide commercial representation.

-Bullet and Blast Radius teamed up to create an online effort for Bacardi called “Unwrap the Night.” link

-Isiah Mustafa returns, this time as “MANta Claus” in an Old Spice holiday effort from W+K (above). link

-ZenithOptimedia predicts global ad spending will increase 3.5 percent from last year in its latest report. link

New Career Opportunities Daily: The best jobs in media.