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Mattel is hoping to shake off Scrabble's old-fashioned image by targeting 18- to 35-year-olds in a humorous Christmas advertising campaign that breaks this week. Cinema advertisements feature various plays on words, such as 'Thrash your boyfriend with zucchini' and 'Where else can you score points for farting?' The aim of the campaign is to reinvent Scrabble as a game for the whole family. The £250,000 fully integrated campaign will run in 700 cinemas across the country. It will be supported by extensive print work along with beer mats and postcards placed in selected bars and coffee shops. Creative for the campaign is through Ogilvy & Mather, with media handled by MindShare.