“Girls have limitless potential” is the blaring message behind Barbie’s newly released ad.
The short two minute video shows little girls “imagining the possibilities” as they examine a dog in a veterinary clinic, lecture to a college class or lead a soccer team through warm-up drills. With the power of imagination, the girls transform into businesswomen, museum docents, and college professors.
And while Barbie in the latter years have come under much criticism for reinforcing an unrealistic standard for women’s bodies, this new video is clearly an attempt (and good one at that, we think) to modernize their image.
“We want to remind the world what Barbie stands for,” says Barbie’s general manager, Evelyn Mazzocco, to AdWeek magazine. “Founded by a female entrepreneur and mother in 1959, the Barbie brand has always represented the fact that women have choices.”
About the new video, Mazzocco explains that it is only the beginning of an ongoing brand evolution that is designed to encourage parents to reappraise the role Barbie can play in a child’s life. “We simply want to remind parents that through the power of imagination, Barbie allows girls to explore their limitless potential.
Barbie has had to face some tough competition the last few years as dolls like Monster’s High, Equestria Girls and American Girl have gotten more popular. But more so, Barbie’s real enemy seems to have been the perception of Barbie herself. Mattel has a big job ahead trying to re-evaluate how she is seen by parents heading into the future.
“Sometimes adults use Barbie as a way to ignite a cultural conversation, but we have been and continue to be a brand for girls first,” said Mazzocco.
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