Barbie’s Team Spirit

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.
“The whole idea is that girls today love being girls. They get to do girl stuff and boy stuff,” said Michels.
The effort was facilitated by Ogilvy’s “long hallways” strategy, which allows North American creatives to work on accounts in other offices.
The two successfully pitched the idea against other Ogilvy teams several months ago.
–Angela Dawson and Hank Kim