Mattel Inc. launched a new articulation of the Barbie “You Can Be Anything” campaign today. The new spots, featuring dads and their daughters playing Barbie, is a follow up to the award-winning “Imagine the Possibilities” work celebrating a girl’s journey to self-discovery while playing with Barbies.
The short film incudes a 90-second online film and three 30-second cut downs, showcases what happens when six dads play Barbie with their daughters. At the end, the spots read, “Time Spent in Her Imaginary World Is an Investment in Her Real World,” highlighting that a dad’s involvement in his daughter’s imaginary play contributes to her social, intellectual, and emotional development in real life.
This integrated campaign will launch during the NFL Playoffs in January with significant television, theatrical, digital, and print advertising designed to reach dads and reinforce the benefits of imaginative play and storytelling with Barbie. This is the first time Barbie will have a brand-directed commercial on television in the spring. The campaign will pulse throughout the year with social, digital, and marketing initiatives in partnership with Social Native, Tongal, and Time Inc. in an effort to engage #DadsWhoPlayBarbie.
https://www.youtube.com/watch?v=PGPbKS8XUMY&feature=youtu.be
