• 01.20.12

Boggle’s New Anagram Ad Campaign Shakes Things Up

From now on, whenever you see the word “Laxative,” you will forever be reminded of the Montezuma-indebted phrase, “Exit lava”

Minimalism is the name of the game in DDB Paris’ new ads for Boggle.


In the austere yet humorous campaign for the classic Hasbro game, a string of familiar round-edged dice adorned with letters are spread out on either side of a simple blue board with a fold line in the middle. (Apparently, Boggle is now played on a simple blue board with a fold line in the middle.) Much like the similarly no-frills recent ads for LEGO, the fun here is in the words. In order to remind once and future Bogglers of the potential for wit and naughtiness the game offers, each ad features inter-related anagrams; “Narcissism” matched with “Mans Crisis,” for instance.

The campaign is a subtle form of the agency’s sly French wit, on show in past work for Brandt Microwaves and rail company Voyages.

Serve yourself a bowl of some alphabet soup in the slideshow above.

About the author

Joe Berkowitz is a writer and staff editor at Fast Company. His next book, Away with Words, is available June 13th from Harper Perennial.