Barbie Empowers Little Girls in its latest Ad Campaign
“What happens when girls are free to imagine they can be anything?” The newly released campaign of Barbie features the different possibilities a girl can become. Its mantra, You Can Be Anything, instills in the mind of the viewers the infinite opportunities and potentials one can dream and become. The ad is specially designed to showcase how wonderful and powerful a girl’s imagination can be. It also empowers girls that nothing is too big or small for someone who dreams big.
With the different perspectives and characters women play in the society, Barbie highlighted and emphasized the essential role “choice” plays in the pursuit of dreams. According to Ruth Handler, the Barbie creator, “My whole philosophy of Barbie was that, through the doll, the girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices.” This statement has been supported and proven to be so in the ad through little girls acting out the roles.
Each girl gets to act out their roles spontaneously in the midst of an unguarded audience whilst being filmed with hidden cameras. The little girls act out depending on what they wanted to become when they grow up (e.g a professor, veterinarian, tour guide, soccer coach). Scenes include a crisp college lecture on brain power, and even a rather harsh workout members of a soccer squad, who are instructed: “Knees up, like a unicorn. Higher, higher!”
Barbie is indeed the original billboard for “girl power” She has inspired several generation of girls to dream, discover and explore a world without limits – all without ever leaving their playrooms.
This 2016, Barbie continues to encourage girls to live out their imagination and creativity and out to life that spectacular dreams. Admittedly, Barbie is the only brand that allow girls to imagine themselves from being a mermaid, to a movie star or a fairy fashionista to a princess rockstar. The deepening of the leitmotif of dream and choice is continuously processed by Barbie this 2016. As the spot ends with one of the girls – the college professor – playing out the same scene at home with the collection of Barbie, an on-screen text says: “When a girl plays with Barbie, she imagines everything she can become. You can be anything.”
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