Mattel has a new TV ad out for Moschino Barbie. First of all, the Moschino clothes are totally slutty and wholly wrong for clean-cut Barbie. Ken wouldn’t give her a second look in her black leather outfit. Then, the ad team decided it would be appropriate to show a young boy excited about HIS Barbie.
Here are my problems:
1. Did the ad agency making the video specifically do a casting call for a gay boy?
2. Is this child actually out as gay, at his age?
3. Did his parents sign him up for this commercial and tell him he’s to play a gay boy?
4. Who decided they should stereotype the gay boy and give him a lousy haircut and a high voice?
Our favorite family story is our oldest son asked for (and got) a PJ Sparkles doll when he was very young. Would I have cared had we thought he was gay and that’s why he was asking? No, but we knew he was such a boys boy, all trucks, guns and climbing that I never thought for a second about the request. If a boy wants to play with a doll, okay, it’s not a problem for me.
What I vehemently object to about this ad is that the agency decided to make this boy so over the top obviously gay. Pandering to a certain audience. Mattel would have been better off making the boy a rough and tumble guy, showing real boys can love Barbie dolls too. Even one as hideous as this Moschino one.
Or, Mattel could have just left the ad with all girls playing with their Barbies since I bet 99.999% of purchases are made for girls.
What do you think of the ad?