Nail Communications Helps Reintroduce the Original Large Language Model

Nov. 19, 2025

Twenty-two years after it published its last dictionary, Merriam-Webster asked Nail Communications to celebrate the release of only its 12th edition in 194 years with a campaign of humorous videos that reframe the humble dictionary as a powerful and important tool.

Merriam-Webster’s nerdy passion for language has translated into something of a cult following on social media—with large followings and celebrity cameos.

Partner at Nail, Lizzi Weinberg said:

"The campaign is intended to sell dictionaries and increase site traffic, but it is also part of a longer-term effort to help people understand the role Merriam-Webster plays in language."

 

Weinberg continued:

“They are not a juror; they are a mirror. Their job is not to tell people what is right so much as it is to understand and reflect the way the English language is being used today.”

 

Nail Creative Partner Alec Beckett said:

“We wanted to keep that playful brand spirit while underscoring the importance and value of words and language. And with A.I. dominating the conversation, we thought it was only right to point out that none of these LLMs would exist without the contents of the original Large Language Model—the dictionary.”

 

Released organically before launching with paid media, the campaign has already generated 21+million views on X (Twitter) and 2 million views on TikTok.