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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.
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