It’s not often you see an ad out in the real world that genuinely roots you to the ground.
Usually, an advertisement on a bus stop would elicit within me little more than a half second glance – if that – before my attention would turn once again to my mobile phone, or the bus due 15 minutes ago but yet to arrive.
But on a slightly-too-cold Tuesday evening in Sydney, a vertical advertisement for a young girl’s toy stopped me in my tracks.
Now, full disclosure: I’m well aware Barbie are sponsoring this article. But lower your pitchforks, at least for a moment. Because after spotting that advertisement, I walked into Mamamia HQ the next morning desperate to talk to anyone and everyone about Barbie’s new ad campaign; about how it made me feel something.
I wasn’t aware they were one of our brand partners. Pinky promise.
Being a sports-loving toddler, I always favoured a soccer ball over a doll. Be they male or female, figurines never really managed to grab my interest. And while there are of course exceptions, I’d say this is the case for most young boys.
Given my disinterest then, and the fact I’m at the ripe old age of 19 now, the concept of playing with a doll hasn’t once crossed my mind. Simply put, ‘they haven’t been – and never will be – on my radar’. Or so I thought.
"Time spent in her imaginary world is an investment in her real world."
They're the words that lie below an image of a father and daughter playing, on the aforementioned ad.
Rather than flying in one ear and out the other - as most slogans do - this one sort of took hold with me. Because they're the things we remember, as grown-ups. They're the things that craft us as people.
For those of us lucky enough to have had stable homes, we remember the times our parents immersed themselves in our magical little worlds: the time mum ran beside us on our bikes as we learnt how to pedal; the time she kicked the footy with us and pretended we were kicking goals in front of a crowd of thousands; or the time dad sat down and helped us build the biggest block tower in the world.