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When toymaker Mattel, Inc. first teamed up with BBDO San Francisco for its You Can Be Anything campaign, the award-winning online spot “Imagine the Possibilities” celebrated a girl’s journey to self-discovery through play. Today, the San Francisco–based ad agency and Mattel once again tell girls they can be anything with “Dads Who Play Barbie,” a new spot that showcases what happens when girls—and their dads—play with Barbie® dolls.

In the spot, dads trade in Sunday football and dirt bikes for Barbie® time with their daugthers, who playact being everything from an astronaut with “50/50 eyesight” to a doctor with a collection of restorative stuffed bunnies. At the end of the spot, the screen reads, “Time Spent in Her Imaginary World Is an Investment in Her Real World,” highlighting the positive social, intellectual and emotional growth a dad can help develop in his daughter’s real life—all by being involved in her imaginary one.

It’s an empirical truth backed by decades of research, explains Dr. Linda Nielsen of Wake Forest University, who’s shown that girls who have loving, communicative, supportive relationships with their dads from early childhood on are less likely to suffer from a lack of self-confidence and self-reliance as they grow up. But for the millions of #DadsWhoPlayBarbie, this evidenced truth is a deeply personal one. Designed to reach these everyday dads and reinforce the benefits of imaginative play and storytelling with Barbie®, “Dads Who Play Barbie” launched during January’s NFL Playoffs with significant television, theatrical, digital and print advertising.

bbdosf.com

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