I missed this! Mattel created a really clever campaign to update Scrabble. From the art director on the campaign:

“Everybody knows Scrabble, it’s one of those iconic games, and over time it became maybe, in a way, a little bit old fashioned, so we wanted to get people, especially young people, to be more interested in the game. We wanted to do something very visual, and very self-explanatory, kind of bringing the words to life, and make them as fun as possible, so that’s where the ‘the Beautiful Word’ came from.”

Here are the ads that ran for “the Beautiful Word” campaign:

You can read all about the campaign on my new favourite website, Jawbone TV.