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.