For these dads, days are filled with football, rough-housing, riding dirt bikes… and playing Barbie.
In a new campaign out of BBDO San Francisco, the world’s most iconic doll brand celebrates the dads who play Barbie with their daughters. The campaign is a charming one, rolling out with a 90 second anthem spot and two :30s that showcase families that embody the brand’s “You Can Be Anything” positioning. In a statement to AdWeek, Kristin Duncan, vp of global marketing communications at Barbie, explains, “We think it’s important to shine a spotlight on all of the role models in a young girl’s life that help to build self-worth and self-confidence, including men.”
Andrea MacArthur cut the entire campaign, that is being celebrated as the “real Patriots-Steelers winner” according to CNET, as the spot began airing during the highly-anticipated Sunday football game. Families around the world can share their own moments using the hashtag #DadsWhoPlayBarbie in an integrated campaign that includes TV, cinema, digital, print, and partnerships with Social Native, Tonal, and Time, Inc.