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Staffers from several Ogilvy & Mather offices have joined forces to give Barbie
a makeover.
The shop last week broke its sports-themed “Be Anything” campaign in New York to coincide with the toy industry’s annual Toy Fair. The 30- and 60-second TV spots (shown here) continue the “empowerment” theme for Mattel’s popular doll.
Billboards and posters also feature girls in sporty settings, one as a pint-sized hockey player. Copy reads, “Be your own hero.”
Copywriter Nicole Michels and art director Heather Niedergerke at Ogilvy unit Cole & Weber in Seattle developed the concept in conjunction with Mattel’s lead agency, Ogilvy in Los Angeles, and the New York office.
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