Creativity

Dads Play Barbie in Latest Female Empowerment-Themed Spot From Mattel

Part of Ongoing Efforts to Modernize the Brand

By Alexandra Jardine. Published on Jan 23, 2017

Editor's Pick

Having targeted millennial moms in some of its previous campaigns, Mattel's Barbie now turns its attention to dads, in a spot that's both cute and has a clear female empowerment message.

A 30-second TV spot, by BBDO San Francisco, ran this weekend during NFL playoffs, and shows a father playing Barbie with his daughter, explaining that it's replaced football time for him at the weekends. They're playing a game in which the little girl takes the role of the doctor seeing a patient, and the ad points out that, for a parent, time spent in her imaginary world is an investment in her real world.

More dads feature in a longer online film for the brand, which shows more fathers and daughters, of different ethnicities, playing games in which the Barbie is variously a teacher, an astronaut, a firefighter and a yoga instructor.

The spots are part of the ongoing efforts by Mattel to modernize the Barbie brand, showing its role in helping young girls with their aspirations: for example, showing little girls pretending to be professionals in real-life settings.

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About

Credits

Date
Jan 23, 2017
Agency:
BBDO San Francisco
Client:
Mattel

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