This isn’t your standard bells-and-whistles ad blitz. The legendary Ogilvy agency was at the helm to create a print campaign for Scrabble, the iconic wordplay game brand, for Mexico market.
The campaign? A series of print ads featuring nothing more than a jumble of Scrabble letter tiles or mind maps. No fancy graphics, no celebrity endorsements, just a cryptic mess of “IAORTSL, CPNSAOE, AELMRSO.” Decipher it, and you’ll find the answer staring right back at you: ORALIST, RIALTOS and MORALES, seven letter in English from Spanish. Mexico’s official language is Spanish.
Simple, right? Genius, actually.
Three reasons.
Here’s why. First, it taps into that primal human desire to solve puzzles. We see those scrambled letters, and our brains can’t help but itch to unscramble them. It’s a built-in call to action, a playful invitation to engage with the brand.
Second, it speaks to the core essence of Scrabble itself. It’s a game about words, about forming meaning from chaos. By presenting the audience with a jumble, they’re experiencing the game firsthand, even before they pick up a tile.
Third, and perhaps most importantly, it creates a conversation. People see these ads, they scratch their heads, and then the magic happens. They talk about it with friends, family, colleagues. Suddenly, Scrabble isn’t just a game on a shelf, it’s a cultural touchpoint.
This campaign, Ogilvy reminds us, is a masterclass in the power of the teaser. It doesn’t spoon-feed the message; it entices you to discover it yourself.
In a world of ever-increasing marketing noise, sometimes the simplest ideas are the most effective. So next time you’re brainstorming a campaign, remember the power of a well-placed puzzle. It might just be the key to unlocking a whole lot of brand love.
Advertising Agency: Ogilvy & Mather, Mexico
Chief Creative Officers: José Montalvo, Miguel Angel Ruiz Reyes
Creative Director: Iván Carrasco
Art Directors: Francisco Hernández, Sergio Diaz Infante
Copywriters: Francisco Hernández, David Espadas
