This ad at a first glance may seem creepy, but it is actually really clever. It uses word play in a different way than we’re used to seeing it.
It is especially clever because Scrabble is a game for words, not visuals. It almost seems like if the tagline and the logo were changed that this could also be an ad for Pictionary.
The way that the picture was used to visually communicate the message instead of using a word that you would typically expect is very clever. Once you really look at the picture you realize that it is trying to communicate the message of “Caterpillar”.
The tagline could have been improved because it is talking about the impact that words can have, but they are showing the word with a visual. It seems like they were trying to communicate that adding onto a word can change it, therefore creating something totally different. This ad however does not really show that.
Overall the ad is very well done and catches the eye. It is entertaining for the audience, as well as people who are not the audience.