American Girl celebrates girl power with holiday push

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Mattel doll maker introduces "Together We Make the Holidays" in TV, social campaign

American Girl is celebrating female empowerment this holiday season with a robust TV and social media campaign that emphasizes girls are better together with the message, "Together We Make the Holidays." 

The TV effort, from Publicis Seattle, launched with a commercial that promotes the launch of American Girl’s "Get a Friend, Give a Friend" program. For every doll purchased through the end of November, the company is donating one to a girl in need through Children’s Hospital Association. The 30-second spot, "Saved Up," features a hard-working girl who collects all the money she’s made from household chores to buy an American Girl doll. Once she finally does, she proudly displays the certificate she received commemorating the donation.

A second spot, "The Gift," takes an emotional turn when a girl who receives an American Girl doll from her elderly neighbor shows her gratitude by bringing friends over. "Since you brought me a new friend, I brought you some new friends too," she tells her.  

The third ad, "Twelfth," offers a young girl’s take on the "12 Days of Christmas," who starts off the song with a nod to her "bestie" who gave her "12 girls a twirling, 11 mystery dishes" and finally ends with "a new best friend under the tree," an American Girl doll. 

The social media component, created in partnership with Maker Social, a part of Disney’s Maker Studios, furthers the message of togetherness, encouraging girls to use the hashtag #usie instead of #selfie so more photos of family and friends together will be shared instead of solo shots. Social influencers Nia Sioux Frazier, Brook Hyland and Holly Hatcher-Frazier have been tapped to help spark an online conversation.

The influencers, including Oklahoma State University cheerleader Carly Manning, are posting their own #usie-tagged group images and are challenging their Instagram and Twitter followers to do the same as a way to thank the important people in their lives, said Britt Fero, head of strategy at Publicis Seattle.

The social media personalities represent the brand values of American Girl and the message of the campaign, said Fero. They "share American Girl’s belief that there’s no doubt girls can do amazing things, and that girls are all the more amazing when they’re together," she said. "These influencers are such girls or have girls in their own lives who make them all the stronger."  

Campaign credits

Client: American Girl
Agency: Publicis Seattle
Chief Creative Officer: Andrew Christou
Group Creative Director: Steve Williams
Creative Director: Scott Fero
Art Director: Simson Chantha
Copywriter: Amit Gurnani
Sr. Motion Designer: Travis Baker
UX Designer: Karen Hymes
Jr. Copywriter: Berri Windsor
Head of Strategy & Media: Britt Fero
Sr. Strategist: JP Martin
Account Directors: Paul Villa and Maria Schoonover
Project Managers: Katie Klein and Rachel Yanofsky
Director of Business Affairs: Deb Groth
Producers: Alison Ormiston and Leah Dickey
Director of Studio Production: Ricky Fischer
Sr. Studio Designer: Kathy Oneha
Digital Production Artist: Maddy Homen
Studio Artist: Chris Gallegos
Digital Production Artist: Kiry Luc
Production Company: Splendid & Co.
Director and DP: Ramaa Mosley
Producer: Hope Farley


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