Mattel is running an advertising campaign for Barbie, “I Can Be”, a series of videos featuring extraordinary women aged six to 77 years old, living out their girlhood ambitions. The television commercial, “When I Grow Up”, features an intriguing collection of real-life women sharing their childhood dreams and aspirations and how they are living them today, from a helicopter pilot and painter to an equestrienne. The Barbie tagline: “Over 125 careers and counting”, is featured in a series of videos in which twenty women from divergent walks of life were selected to tell their individual stories. See more on the campaign on the Barbie Facebook page and Barbie YouTube channel.
Click on the image below to play the 30 second I Can Be Commercial (When I Grow Up) video in YouTube (HD)
Click on the image below to play the 2 minute I Can Be video in YouTube (HD)
Click on the image below to play the Drummer video in YouTube (HD)
Click on the image below to play the Professional Surfer video in YouTube (HD)
Click on the image below to play the Ballerina video in YouTube (HD)
Click on the image below to play the Veterinarian video in YouTube (HD)
The I Can Be campaign was developed at Mattel’s Firedrill Productions, El Segundo, by creative director Kristina Duncan, creative supervisor Rosina Weitekamp, broadcast producer Chantal Houle, working with Stephanie Cota, senior VP of Mattel Girls brands.
Filming was shot by director Peyton Wilson via Nonfiction Unlimited, Santa Monica, with director of photography Nicole Whitaker, executive producer Loretta Jeneski and executive producer Michael Degan.
Peyton Wilson’s own experience is an embodiment of the Barbie philosophy. “I grew up on Barbie,” she recounts. “I had about 50 dolls, and playing with them was like an early film school for me. It’s how I first learned to tell stories.”
Click on the image below to play the Behind The Scenes video in YouTube (HD)