How the Barbie advertising staff gained the summer season

September 29, 2023

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Summer season 2023 was the summer season of Barbie.

A larger-than-life Barbie (played by Margot Robbie) in a retro blue and white striped swimsuit and cat-eye sunglasses towers above a group of young girls in a desert landscape. — Barbie, towering over our lives in 2023.

In every single place you appeared there was advertising — posters, advertisements, trailers. There have been Barbie cafés, Barbie Progressive commercials, everybody was carrying pink! It was a pleasant wave of cinematic power.

Margot Robbie as Barbie is featured in front of a sparkly pink and sky blue background and above the words “Barbie is everything.”

Ryan Gosling as Ken is pictured against a sparkly blue backdrop wearing a pink and mint-green striped shirt unbuttoned to reveal his chest. Beside his head the words “He’s just Ken” are printed.

A promotional photo of a burger sitting on a pink table atop a pink newspaper titled Barbie News. The patty is covered in pink sauce.

Barbie Burger.

And it was additionally utterly overwhelming. At occasions it felt inescapable.

Barbie’s advertising felt totally different. And in some methods it was — nevertheless it owes rather a lot to the blockbusters that got here earlier than.

The Jaws movie poster features a woman swimming. Beneath her, under the water, lurks a giant shark with an open mouth full of sharp teeth. — Jaws Poster.

Jaws is taken into account to be the primary summer season blockbuster for lots of causes — however most significantly (and most symmetrically with Barbie) due to its advertising. It was the primary time {that a} studio flooded the market with promoting. In the summertime of 1975, Jaws was inescapable.

A black-and-white photograph of a long line of people waiting outside the movie theater to watch Jaws. — Simply have a look at the road! How may you miss the film occasion of the summer season?

Since then, studios have tried to duplicate that technique just about yearly.

However Barbie was totally different — as a result of, in contrast to most blockbusters, Barbie was unabashedly female, enjoyable, and pink. When you’d prefer to find out about how Barbie stole the summer season, take a look at the newest Vox video.

Yow will discover this video and all the library of Vox’s movies on YouTube.

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