Here’s a doll we can get behind. For its latest campaign, Barbie paints a picture of the different possibilities a girl can become with the mantra “You Can Be Anything.”
In the video commercial, which asks “What happens when girls are free to imagine that they can be anything,” five girls pretend to be a professor, a veterinarian, a soccer coach, a business woman and a museum tour guide. Each one gets to act out their roles spontaneously in front of an unguarded audience while being filmed with hidden cameras. Scenes include a crisp college lecture on brain power and even a rather harsh workout for members of a soccer squad, who are instructed: “Knees up, like a unicorn. Higher, higher!”
With the ad, Barbie highlights how powerful a girl’s imagination can be and emphasizes the essential role “choice” plays in the pursuit of dreams. Girls should be able to freely visualize themselves as a mermaid, movie star, fairy fashionista, princess or rock star. In the words of Ruth Handler, Barbie’s creator, “My whole philosophy of Barbie was that, through the doll, the girl could be anything she wanted to be. Barbie always represented the fact that women have choices.”
To further illustrate its tradition of encouraging girls to pursue whatever path or profession they choose, Barbie picked three local ambassadors who epitomize the “You Can Be Anything” image.
Precious Lara Quigaman, international beauty queen and accomplished actress
Apples Aberin, PR maven, supermodel, and tastemaker.
Kelly Misa, a passionate writer, devoted mom and beauty columnist and social media influencer
Liza Yao, managing director of Richprime Global, Inc., the exclusive distributor of Barbie in the Philippines, says the three are passionately driven role models who show a strength of character that young girls (and their parents as well) can emulate.
Richprime Global, Inc. has further spread and strengthened its advocacy of girl power by teaming up and providing financial support to non-government organizations (NGOs) whose visions align with the campaign’s message. One such NGO is the Pearl S. Buck Foundation, an organization dedicated to building better lives for children everywhere. In the Philippines, the foundation helps around 600 children through various educational and health programs, and other support services. It is the foundation’s aim to help these children “reach their full potential as self-reliant adults.”