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Mattel is promoting Scrabble with a charming love story about a man and a woman whose lives are connected by anagrams.

Lola Madrid created the spot, which appears on Mattel’s website and on YouTube. The ad tells the story of Agostina and Santiago, who live in Tokyo and Kyoto respectively. She is a cab driver and he is a crab diver. The pair have little in common except that they are both unhappy, until they meet at a costume party where she is dressed as an apple pie and he arrives as a pineapple. It’s a wonderful spot and one that a brand as cherished as Scrabble deserves.