Brain Briefing, Episode 6: Scrabble | Anagram Christmas
Brain Briefing—part of our Brain Food education initiative—is our weekly video series exploring the unconscious response of people to popular content.
If you’re a word fan, you’ll love Mattel Games’ Scrabble ad from 2017, which tells the story of the holidays through anagrams.
It’s a cute take on a holiday tale that uses the unique proposition of the Scrabble game - word discovery - as its storytelling trick. Unfortunately, the ad may be too clever for its own good, with performance hovering below holiday benchmarks.
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How to read: The solid line shows the neural engagement level of Canadian holiday shoppers, a measure of engagement and persuasiveness derived from audience brain wave activity. The dotted line is the benchmark for this audience. Hit “play” and follow along to see how they respond.
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