Barbie and Dad – by Yitz Grossman

Mattel’s 30-second spot celebrating a father who plays with Barbie had 48 million views during the AFC championship football game, 20% more than the brand expected. The #DadsWhoPlayBarbie campaign is part of a push to change Barbie’s image and is backed by research that shows developmental benefits for girls whose dads engage in imaginative play with them, said Matt Miller of creative partner BBDO in his interview with Yitz Grossman.

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