Mattel launched the “You Can Be Anything” campaign last year and have continued with the same marketing strategy with their new viral campaign for Barbie. The campaign, by BBDO San Francisco, focuses less on Barbie as a product and her new accessories, and more on the adorable imagination of the young girls.
The spot shows girls playing out what they want to be when they grow up, which were chosen by each of the young actresses. What gives this campaign even more of an “aww”-factor is that it was filmed unscripted, with the girls playing out their dreams in front of unsuspecting adults – hidden cameras captured real reactions to girls imagining what they might one day become.
For over 56 years, Barbie has inspired imaginations and encouraged girls on their journey to self-discovery. From Mermaid to Movie Star, Pet Vet to Police Officer, Fashionista to Fairy Princess, Barbie continues to celebrate the belief that You Can Be Anything
As a girl who was a huge Barbie fan, this ad certainly put a smile on my face. I also like that at the end of the ad they aren’t flashing some ridiculously expensive new Barbie school set-up you can buy for $300 – the homemade cardboard lecture theatre ads a sweet sense of imagination.