Precocious Girls Prank Unsuspecting Adults in Cute Barbie Campaign
Effort Sets Sights on Parents
By Natasha Madov. Published on Oct 09, 2015
Editor's Pick
Mattel knows Barbie has the hearts and minds of many little girls around the world. Now the company has set a new target. It's out to win over moms, and while they're at it, dads too.
The company has created a new video aimed directly at parents with the tagline "You Can Be Anything." BBDO San Francisco handled the campaign. Using hidden cameras, the video shows little girls pretending to be professionals in real-life settings. They take on the role of college professor, soccer coach, veterinarian, businesswoman and museum guide, while the adults around them play along. The ad then cuts to one of the girls reenacting one of the scenes at home, with her Barbie dolls, and the tagline reads, "When a girl plays with Barbie, she imagines everything she can become."
The video was unscripted and the careers were chosen according to what the budding actresses told the casting team they wanted to be when they grew up, according to Matt Miller, executive creative director at BBDO. It is part of a year-long campaign that will include social media, as well as additional videos and regional efforts. In June, the brand introduced more ethnic diversity to its line of dolls.
"This generation of moms has been bombarded with images with Barbie, but don't know why Barbie was created in the first place," said Evelyn Mazzocco, senior vp and global brand general manager, Mattel. "We had this creative a-ha moment when we found a quote by Ruth Handler, Barbie's creator, saying that she created Barbie to show girls that they had choices."
Read more about the new Barbie campaign on Adage.com.
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Credits
- Date
- Oct 09, 2015
- Agency:
- BBDO San Francisco
- Client:
- Barbie
- Worldwide Chief Creative Officer:
- David Lubars
- Executive Creative Director:
- Matt Miller
- Executive Creative Director:
- Steve Rutter
- Senior Copywriter:
- Adam Balogh
- Senior Art Director:
- Jason Moussalli
- Executive Producer:
- Patti Bott
- Senior Producer:
- Lisa Christman
- Business Affairs:
- Danielle Ivicic
- Managing Director:
- Marc Burns
- Senior Account Director:
- Kim Fredkin
- Management Supervisor:
- Nicole Dongara
- Account Supervisor:
- Nicholas Roth
- Director, Business Development:
- Crystal Rix
- Senior Planner:
- Alaina Crystal
- Production Company:
- Slim Pictures Inc.
- Director:
- Karen Cunningham
- Director, Photography:
- Jeff Cutter
- Executive Producer:
- Tom Weissferdt
- Line Producer:
- Suzie Greene Tedesco
- Music House:
- De Wolfe Music
- Music House:
- Andrew Know Music Productions
- Edit/Visual Effects House:
- No6
- Editor:
- Andrea MacArthur
- Executive Producer:
- Crissy de Simone
- Post Producer:
- Yole Barrera
- Flame Artist:
- Verdi Sevenhuysen
- Colorist:
- Bob Festa
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