Family

20—17

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Scrabble has been consistently communicating that “there’s magic in words” for years now. But for its 2017 Christmas ad, we decided to prove that certain words can be even more magical. So, we chose the word “family” and portrayed all the many different beautiful meanings that you can find behind it.

The result is a hyper-inclusive spot that shows that there might only be one way of writing each word, but there are thousands of definitions that people can attach to it.


01—
Family Christmas film
 
02—
Film frames
  

Behind certain words, there are thousands of different meanings.

 
 
Holiday spots are all about diversity this year, and Mattel's Scrabble has come up with possibly the most inclusive film yet.
Creativity