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.'”