Barbie have created a new video aimed directly at parents with the tagline "You Can Be Anything." BBDO San Francisco handled the campaign. Using hidden cameras, the video shows little girls pretending to be professionals in real-life settings. They take on the role of college professor, soccer coach, veterinarian, businesswoman and museum guide, while the adults around them play along.
The video was unscripted and the careers were chosen according to what the budding actresses told the casting team they wanted to be when they grew up, according to Matt Miller, executive creative director at BBDO.