Mattel Barbie: When I grow up

Advertising Agency: Firedrill Productions, El Segundo, CA
Creative Director: Kristina Duncan
Creative Supervisor: Rosina Weitekamp
Broadcast Producer: Chantal Houle
Production Company: Nonfiction Unlimited, Santa Monica
Director: Peyton Wilson
DP: Nicole Whitaker
Executive Producer: Loretta Jeneski, Michael Degan
Editorial Company: Umlaut Films
Editor: Jessica Condon
Post Producer: Gina LoCurcio
Color Correction: New Hat, Beau Leon
Mattel/Barbie Marketing: Stephanie Cota
Aired: October 2010

Related videos by Shutterstock


morse's picture
15809 pencils

Perfect. Targeting parents. Telling them barbie is for role play, for building dreams of the future.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Yeah, it gets a really powerful message across, a really hopeful one. I think it hits just the right string for parents to spoil their daughters with a Barbie.

Girlfireice's picture
254 pencils

pulls on the heartstrings.. nice!

Prime83's picture
497 pencils


Guest's picture

Great to see a toy ad targeted to parents. Well executed. I'm almost thinking about giving my boy a Barbie to nurture his dream.

Guest's picture

Nice..the copy especially.

Guest's picture

I would never say that the client was barbie until the end.
Barbie?¿ Amazing!


sirvan's picture
29870 pencils

Really powerful idea for Barbie, of all products.

However, they should NOT have repeated the line "when I grow up", because it immediately smacks of Nike and even Monster. And that's a real shame, because this spot is strong enough to stand on it's own.


"I love some things, and don't love some other things."

Guest's picture

Flipa! És la primera vegada que després d'un anunci d'aquest tipus em quedo amb un "carai!". Per fi trencant esquemes en el món publicitari de de les joguines! Vaig a comprar-me la Barbie!

DBB's picture
1218 pencils

if i had a doughter id buy it right now :)

HappyHour's picture
2387 pencils

how funny would a male version for Ken dolls be?

Temple's picture
9853 pencils

Excellent. Spot of the week.

Post new comment

Thank you for commenting. Please do not spam, be elaborate, respectful and helpful.
Log in or register to post comments