Created by WPP Group's Ogilvy & Mather Worldwide, the campaign will also be the first to be used in other international markets.
The TV spot, called "Reactions," shows a girl opening, without much entusiasm, several presents on her birthday. Suddenly, an uncle arrives holding a Barbie doll under his arm. The girl spots the present immediately and rushes toward him to hug him in appreciation.
"Give Barbie and make it right," says a voice-over, followed by the endline "No need to invent. Barbie is all girls want to get."
Mattel sells 5 million Barbie dolls a year in Brazil, almost a third of the country's doll market. Global sales of the ubiquitous doll are 63 million a year. -- Claudia Penteado
Copyright May 2001, Crain Communications Inc.