Scrabble bridges global divide as it spells out language of love

Social video experts Be On evaluate the latest viral campaign from Mattel Games.

Scrabble "Anagram Lovers" | Mattel Games
It is the tiny details that higlight the magic in words and make this video so touching. 9/10

Ever wondered what happens when a woman dressed as a giant apple pie meets a man sporting a pineapple costume? Two star-crossed lovers are brought together through anagrams and a fancy-dress party in Scrabble’s latest viral campaign.

Chance is a fine thing

US toy manufacturer, Mattel, tells a romantic tale of two lonely 20-somethings, Agostina and Santiago, who meet through a chance encounter.

The narrative is strung together through a series of anagrams that connects the couple, despite them living separate lives in Tokyo and Kyoto.

In an attempt to put their exes out of their minds, they both seek therapy, but to no avail. In the end, it is when Agostina walks away from a man trying to "negotiate moths" and Santiago goes in search of "something to eat", that their paths finally cross.

The language of love

Sold in 121 countries and available in 29 languages, Scrabble has created a suitably international storyline, appealing to its widespread audience of board-game enthusiasts.

Shot in a simplistic style, not too dissimilar to the feel of a Wes Anderson film, it is the tiny details that highlight the magic in words and make this video so touching.

Combined with an elegant soundtrack, featuring simple guitar chords and piano notes, Mattel draws its audience in by associating the game with bringing people together and creating special moments.

Despite having more than 110,000 video views, the campaign has so far failed to generate conversations on social, with fewer than 600 tweets around the ad.

The video did, however, have almost 3500 'likes' on Facebook.  A similarly creative approach, combining anagrams and hashtags, could have furthered audience engagement.