Scrabble — Kickin' it when it comes to advertising

Mattel has gone all out on their new commercials for Scrabble. It seems they’ve made a departure from the layman’s opinion of Scrabble being an outdated, esoteric board-game for middle-aged frumps, to be played post America’s Funniest Home Videos. Considering I’m such a sucker for good advertising (my wife makes fun of me for having a tendency to buy gas from stations with the best logo), I must admit, that, in the facing years of resistance to word games, . . . these adverts make we want to buckle down and do some lexicographic damage to prove how hip and modern I am. Good job, Mattel.