Mattel knows Barbie has the hearts and minds of many little girls around the world. Now the company has set a new target. It's out to win over moms, and while they're at it, dads too.
The company has created a new video aimed directly at parents with the tagline "You Can Be Anything." BBDO San Francisco handled the campaign. Using hidden cameras, the video shows little girls pretending to be professionals in real-life settings. They take on the role of college professor, soccer coach, veterinarian, businesswoman and museum guide, while the adults around them play along.
The video was unscripted and the careers were chosen according to what the budding actresses told the casting team they wanted to be when they grew up, according to Matt Miller, executive creative director at BBDO. It is part of a year-long campaign that will include social media, as well as additional videos and regional efforts. In June, the brand introduced more ethinc diversity to its line of dolls.
"We are absolutely listening to the cultural conversation and we wanted to start a conversation with moms," said Evelyn Mazzocco, senior vp and global brand general manager, Mattel.