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.
Top Comments
You could have created an even better image for yourself by writing about how you will encourage your future son to play with Barbie, and how you will teach your children about realistic body shapes and how Barbie isn't a manifestation of that.
And you could have created a better image for yourself by being supportive of him aspiring to be a good father/man, rather than nit picking how you think he could have done it better. We should be excited there is a 19 year old man even engaging with the ideas - and you're trying to shut him down!
Thank you for saying this. I've noticed a lot of comments on his articles are negative. I thought this article was quite mature.
I found it self-aggrandising. Not to mention totally scripted: the Barbie sponsored message appears to be "fathers raise strong women by encouraging them to be anything they want to be - and so does Barbie!".
And, uh, nobody is above feedback and criticism. That includes the boss and her son.