It was always more enjoyable to ‘play around’ with toys as a child, ie decapitating limbs, testing reactions to hair dye, putting them in environments not recommended on the box etc. Regardless of whether you liked Barbie, Batman or Lego Pirates, we all associate them with childhood playtime innocence. That is why this campaign conveys its message particularly well. They have “played around” with a symbol of innocence, but this time with a uncomfortable end product. It triggers instant recognition, shock and alarm.

Child obesity is a confronting reality and concern. Part of the solution is getting kids out of the telly, laptop and fridge, and into some body body movement. Active Life Movement have a difficult task of driving kids away from routine. Scaring us with fat toys may just do that.

Parents will undoubtedly feed off the tagline. What parent will want to be blamed for their child’s obese immobile life? Moreover what viewer would gladly accept a reluctance to act (literally) on the issue?

In 1992 Barbie introduced a multi-ethnic friend which was indicative of society’s recognition and respect for cultures. We therefore must ask- do we ever want a “Beefy Barbie” to be added to the Barbarian family? I sincerely hope not. Nonetheless if such a Barbie is cooked up, I predict heavy support by McDonalds. Happy Meals to potentially include a Beefy Barbie accessory- a mini plastic Big Mac.

Advertising Agency: Latinworks, Austin, USA
Chief Creative Officer: Sergio Alcocer
Creative Directors: Diego Castillo, Lewis Sempertegui
Art Director: Daslav Maslov
Copywriters: Diego Castillo, Lewis Sempertegui
Illustrator / Photographer: Ricardo Salamanca
Account Executive: Lonnie Limon
Production Manager: Steve Grill

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