Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Mattel has had a lot of success modernizing the perception of Barbie over the past few years, by focusing on her power to help girls imagine a powerful and fulfilling future for themselves. Now, the brand is quietly subverting gender roles, too, in a new campaign that shows fathers playing Barbie with their girls.
The “Dads Who Play Barbie” campaign, from BBDO San Francisco, kicked off this weekend during the NFL playoffs with a 30-second spot, “Doctor,” in which a self-described “typical man’s man” admits his Sunday afternoon ritual of watching football is now often interrupted by Barbie time.
For
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in