Dads Who Play With Barbies Star In Latest TVC

Dads Who Play With Barbies Star In Latest TVC

A new Barbie advert launching during the NFL playoffs is encouraging dads to play Barbie with their daughters.

The ‘Dads Who Play Barbie’ is based in research by Linda Nielsen at Wake Forest University that dads may shape their daughters’ mental health and relationships in adulthood. Fathers who actively engage throughout their daughters’ childhood- their daughters are more likely to graduate and get a higher paying job.

Mattel’s general manager for Barbie Lisa McKnight said: “It’s about getting parents to buy in, rather than just buying. We’re certainly not ignoring moms, but dads bring a different perspective to playtime with their daughters, and are also just getting more and more involved, so we wanted to include them in our message.”

This integrated campaign will include TV, cinema, digital and print advertising and will further promote the campaign with #DadsWhoPlayBarbie.

Check out the campaigns below:

BDO San Francisco executive creative director Matt Miller said: “It’s a brand that very few dads have any past relationship with, yet we’re telling them to get down on the floor and play,. But once we saw the troves of research that showed the more involved a dad is in his daughter’s imaginative play, the more he contributes to her real-life development, our job became very easy. That’s something every dad wants for his daughter. This is why all the work ends with ‘Time spent in her imaginary world, is an investment in her real world.'”

CREDITS
Client: Barbie
SVP, Global General Manager: Lisa McKnight
VP, Global Marketing Communications: Kristina Duncan
Global Marketing Communications Director: Liz Maglione
Global Marketing Communications Manager: Nicole Leeds
Agency: BBDO San Francisco




Please login with linkedin to comment

Matt Rowley parker & parker

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]