Mattel is not only modernizing its brand but also reversing gender roles in this new ad campaign which showcases six real life father/daughter duos. The campaign displays the softer side of these fathers, who take the time to play Barbie ® with their adorable daughters. The playtime is complete with high pitched voices, even from the father who is a self-proclaimed “man’s man”.
According to AdWeek, the campaign is a new articulation of the ongoing “You Can Be Anything” positioning, which has included the famous “Imagine the Possibilities” spot from late 2015, which showed little girls acting as teachers, doctors and businesswomen in real-world environments.
Barbie® created the campaign to show real life, unscripted moments, that give consumers a viewpoint they can relate to in one way or another. The sweet interactions between the fathers and their young daughters show imaginations running wild, as well as some truly funny, heart-warming moments. The brand has made many efforts in the last couple of years to modernize the perception of the doll, as well as establish a platform that Barbie® teaches and inspires young girls that they can be anything they aspire to be.
This integrated campaign will include TV, cinema, digital and print advertising. Partnerships with Social Native, Tongal and Time Inc. will further promote #DadsWhoPlayBarbie.