Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Southeast Asia
No posts found

Barbie’s ad for Father’s Day says ‘not all heroes wear capes’

by MARKETECH APAC

-

June 20, 2023

Barbie’s ad for Fathers’ Day says ‘not all heroes wear capes’

Kuala Lumpur, Malaysia – The iconic Mattel Barbie brand in Malaysia released a special tribute to fathers on Father’s Day. Developed together with Mediabrands Content Studio (MBCS), the film delivers an inspiring message that ‘not all heroes wear capes’. 

Mandar Wairkar, creative director at MBCS, said, “The film’s inspiration came from observations around Asian dads, as they are not known to be particularly expressive.”

“Typically, Asian dads are steadfast providers who are stern, strict, or even feared. However, we’re now living in an age of expression, with children seeking more outward showing of love and affection from their parents. As such, this Father’s Day, we wanted to recognise Asian dads who are breaking the mould of fatherly roles, and sending messages of positivity to their kids each day to give them strength and self-belief that they can do anything they set their minds to,” furthered Wairkar.

The short ad celebrates fathers who would do anything to make their ‘little girls’ dreams come true’. Additionally, the film encourages a social movement with the hashtag #BarbieFathersDay, for parents and their children to share how they celebrate Father’s Day to encourage more Asian dads to break the traditional fatherly mould.

Murat Ariksoy, general manager at Mattel South Asia, said, “Barbie’s tagline ‘You can be anything’ looks to inspire confidence and courage to all children out there to go out and live their dreams. This inspiring film and movement by MBCS portrays fathers as positive role models and celebrates all those fathers who go the extra mile to bring a smile to their child’s face.”

The film was released on Barbie’s Facebook page.

Related Tags Mediabrands Content Studio MBCS Barbie Father's Day
Share this article

Related Articles

View All
MBCS Malaysia announces new key leadership through ‘Creative Leadership Council’
Marketing Featured Southeast Asia
MBCS Malaysia announces new key leadership through ‘Creative Leadership Council’
May 8, 2023
By Teddy Cambosa
Safi’s fairytale-inspired film via MBCS brings glamour to Raya celebrations
Marketing Featured Southeast Asia
Safi’s fairytale-inspired film via MBCS brings glamour to Raya celebrations
April 13, 2023
By Maureen Basa
Malaysian local clothing line Bulan Bintang releases maiden brand film for Raya via MBCS
Marketing Featured Southeast Asia
Malaysian local clothing line Bulan Bintang releases maiden brand film for Raya via MBCS
April 12, 2023
By Teddy Cambosa
Mediabrands appoints MBCS Managing Director Olivia Warren to exec leadership team
Marketing Featured ANZ
Mediabrands appoints MBCS Managing Director Olivia Warren to exec leadership team
September 13, 2022
By MARKETECH APAC
Mediabrands-Hong-Kong-and-Taiwan
Marketing Featured East Asia
Mediabrands elevates senior leaders for Hong Kong, Taiwan
July 27, 2022
By Jean Cabico
Mediabrands launches creative content practice, MBCS, in Malaysia
Marketing Featured Southeast Asia
Mediabrands launches creative content practice, MBCS, in Malaysia
July 8, 2022
By MARKETECH APAC
No posts found

Featured Articles

View All
Blending creativity with local tastes: understanding the on-ground activation scene in Thailand
Main Feature Marketing Southeast Asia
Blending creativity with local tastes: Understanding the on-ground activation scene in Thailand
May 26, 2023
By Teddy Cambosa
ALL FEAT IMAGES (9)
Marketing Featured Partners Southeast Asia
AQUA’S programmatic DOOH campaign steals the show at Citayam Fashion Week with real-time data
May 22, 2023
By MARKETECH APAC
SEA marketing leaders to shine on creating seamless omnichannel journey via webinar this May
Main Feature Marketing APAC
SEA marketing leaders to shine on creating seamless omnichannel journey via webinar this May
May 19, 2023
By Maureen Basa
The current state of on-ground activations in Vietnam: moving away from the remnants of socially-constrained brand interactions
Main Feature Marketing Southeast Asia
The current state of on-ground activations in Vietnam: Moving away from the remnants of socially-constrained brand interactions
May 16, 2023
By MARKETECH APAC
MARKETECH APAC convenes industry leaders in webinar to unravel conversational marketing best practices
Main Feature Marketing APAC
MARKETECH APAC convenes industry leaders in webinar to unravel conversational marketing best practices
May 9, 2023
By MARKETECH APAC
What’s NEXT Interview: HKJC’s Chirag Desai on evolving the digital experience journey: ‘Start small, dream big’
Technology Featured Partners APAC
What’s NEXT Interview: HKJC’s Chirag Desai on evolving the digital experience journey: ‘Start small, dream big’
May 8, 2023
By Teddy Cambosa
No posts found

Most Recent Articles

APACD to integrate with PRCA to strengthen regional PR community
APACD to integrate with PRCA to strengthen regional PR community
June 3, 2025
Teddy Cambosa
No posts found
Agoda launches AI-powered vacation planner in India in collaboration with Google
June 3, 2025
Aliza Carmona
KFC Thailand teams up with Butterbear to debut Nong Noey as new brand figure
June 2, 2025
Fatima Baduria
Blue launches new brand campaign to simplify insurance with humor and digital ease
June 2, 2025
Aliza Carmona
Tilt appoints Subbaraju Alluri as chief executive officer for SEA
June 2, 2025
Teddy Cambosa
1880 Hong Kong shutters operations just seven months after opening, citing cash flow issues
June 2, 2025
Aliza Carmona
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin