Hasbro's 'Baby Alive' ad encourages boys to play with dolls too

Brazilian spot for the classic doll says it can help kids 'become a better person'

Published On
Apr 24, 2019

Editor's Pick

In a charming new ad from Brazil, for its Baby Alive doll, Hasbro breaks new ground for the category by highlighting the benefits of boys playing with dolls.

The spot, created by Ogilvy Brazil, starts off by asking what children are doing when playing with dolls. It goes to show both boys and little girls playing with the doll as if it were a baby, including pretending to change diapers, bottle feeding and tucking it into bed. The ad highlights that the child playing with a doll is not only “practicing caring” but “becoming a better person."

“Our challenge is to show that both girls and boys can learn a lot from playing with dolls. This is a free-spirited, playful gesture that nurtures love and that counts for much in helping children growing up to become human beings who care for one another,” says Kellen Silverio, marketing director for Hasbro, in a statement. 

The ad, directed by Will Mazzola of Corazon Films, has been released in digital media channels and is available on the Baby Alive social media channels.

Credits

Date
Apr 24, 2019
Client:
Hasbro
Agency:
Ogilvy-Brazil
Chief Executive:
Fernando Musa
Chief Creative Officer:
Felix del Valle
Executive Creative Director:
Marcio Fritzen
Associate Creative Director:
Mathias Almeida
Associate Creative Director:
Teco Cipriano
Art Director:
Teco Cipriano
Art Director:
Thomaz Maksud
Copywriter:
Mathias Almeida
Copywriter:
Ygor Silva
Producer:
Fabiano Beraldo
Producer:
Paty Silveira
Producer:
Hellen Gazetta
Account:
Denise Caruso
Account:
Felipe Obara
Account:
Renata Flores
Planning:
Thais Frazao
Planning:
Cleber Almeida
Planning:
Mariana Crepaldi
Planning:
Tu Moon
Media:
André Gramorelli
Media:
Adeildo Souza
Media:
Danielle Conti
Media:
Stefanie Gambier
Media:
Vitoria Soares
Media:
Agnes Han
Ogilvy Content Studio:
Gustavo Otto
Ogilvy Content Studio:
Thiago Frias
Ogilvy Content Studio:
Rayra Janau
Ogilvy Content Studio:
Leonardo Araujo
Ogilvy Content Studio:
Thiago Bancaro
Ogilvy Content Studio:
Maria Eduarda Neves
Ogilvy Content Studio:
Giovanne Formis
Ogilvy Content Studio:
Ana Beatriz Almeida
Video Editor:
Deydson Rocha
Client Approval:
Kellen Silverio
Client Approval:
Vanessa Giangiacomo
Production House:
Corazon Filmes
Director:
Will Mazzola
Executive Director:
Igor Ferreira
Executive Producer:
Renato Chabuh
Account:
Marcia Branco
Account:
Mary Lacoleta
Account:
Maria Eugênia
Photography:
Ted Abel
Team Corazon:
Júlia Kannebley
Team Corazon:
Danielle Oliveira
Team Corazon:
Juliana Sigolo
Team Corazon:
Fe Bley
Team Corazon:
Mariana Becker
Team Corazon:
Lucas Aires
Post Production/Motion:
Matheus Scatolini
Post Production/Motion:
Hub Vfx
Sound Production:
Shuffle Audio
Team Shuffle:
Alexandre Marcondes
Team Shuffle:
Henrique Ruiz Nicolau
Team Shuffle:
Chico Castellano

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