The new Barbie ad ‘Imagine the Possibilities’ hit the screens last week and its timing was spot on. It’s been a month of conversations about equal rights for women – thanks to the film release of The Suffragettes and, of course, that gender pay-gap essay.
Now, we have a women’s libber Barbie too. Let’s just hope she doesn’t come in a box…
Well done though Mattel, I’m sure the launch was perfectly planned to coincide with the film’s release and the rest will have been the PR gift that’s kept on giving.
It’s certainly got people talking – like all bold, new campaigns should. Of course, some people love it but there are haters of its very nature too. It is still Barbie after all.
Personally, I think Mattel has nailed it – it’s inspiring, positive and shows that girls can aim for more than their dream house, shopping and marrying someone like Ken. It’s emotive too. I’d be lying if I didn’t say it a brought a wee tear to my eye.
I did have an ironic laugh however, when someone pointed out that when you click through at the end it takes you to this.
Not quite in the same vein somehow, Mattel. There is something to be said for thinking about cross channel/platform communications.
However, at least it’s taking positive action and trying to (finally) break beyond traditional gender stereotypes by inspiring little girls to aim high.
What’s also been hugely encouraging is that male icons have been joining in the pro-feminist conversation too.
Bradley Cooper responded to J-Law’s essay by encouraging women to stick up for themselves and aim to change mind-sets. James Bond’s new film Spectre features a fifty one year old love interest, and Daniel Craig (rightfully) slammed an interviewee recently when she suggested Bond had ‘succumbed to the charms of an older woman’. “I think you mean the charms of a woman his own age”, he replied.
Nice one James.
Could it be then that the tides are starting to turn?
While they’ve attempted to shift perceptions in the past, with the likes of Computer Engineer Barbie – complete with a pink laptop. In reality, there’s probably a long way to go until Barbie is taking over the boardroom, stops accessorising in pink, puts on weight and, is played with by the boys as much as girls. But, if this is just the early days of its evolution then it’s a good start.
We know how challenging – and hugely rewarding – it is to try and drive behaviour change via campaigns. It takes time and the objective to win hearts and minds must be ongoing.
So let’s hope this good work from Mattel doesn’t stop here.
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