Scrabble-Rousing: Mattel Shakes Up Classic Game

My word! In case you haven't been keeping up, Scrabble isn't your grandfather's Scrabble any more.

In France, a new edition of the most popular word game in history is now available: Scrabble Délire ("Delirium"), in which pretty much anything — backwards words, proper nouns, placing words anywhere on the board — goes.

Naturally, a kooky reinvention of the game deserves a delightfully delirious campaign to match. Shot in an empty apartment block, it evokes how Délire's chaotic gameplaying — including Gulliver and a dragon, a huffy princess, and clownish characters — could (in fact, should) shake up diehard fans of the original game.

While there's no English-language version of the Scrabble mash-up (yet), it's not the first time the game has been taken for a joyride. Check out Mattel's (mildly) racy 2009 campaign after the jump.

Like the Scrabble Délire campaign, the 2009 Beautiful Word campaign for the game was created by Ogilvy Paris, and expands on a series of print ads: