Finding Authenticity in Barbie and Sesame Street at Advertising Week

Two of our DECODE copywriters, Emily Gaines and Kaylee Cogbill, just spent a week in New York City at Advertising Week soaking up all the creative insights they could find. Here’s what they learned from #AWNewYork:?

We recently had the opportunity to hit the road (the sky, actually) and attend Advertising Week in New York City for the second year in a row. Last year, the unmistakable overarching theme of this global event was authenticity — the word “authentic” or any of its variations seemed to grace the name of at least half the sessions on the schedule. Notable themes for 2022 included: the metaverse, podcasting, sustainability, the cookieless future, etc.

But we’d argue that the biggest theme this year was, once again, authenticity. Just in a more subtle way. Everything boiled down to consumers wanting to connect with the real world around them, whether through DEI initiatives or the resurgence of out-of-home advertising.

What does “authentic” really mean?

There were two talks that stuck with us more than most. “Barbie: A Brand That Matters” and “Sesame Street Reimagined: A 360-Degree Look Into the Creative, Research, and Brand Decisions That Keep Sesame Street More Relevant Than Ever.”

We can imagine what you’re thinking. “Aren’t Barbie and Sesame Street topics that are a bit… juvenile for LinkedIn?” No, and let us tell you why. Barbie and Sesame Street are two brands that, after more than five decades each, have not only retained relevance but gained it. Because at the core of their products are missions that are lived by the brands in truly authentic ways.

Lessons from Barbie on standing the test of time

Lisa McKnight from Mattel credits both the timeliness and timelessness of Barbie to the brand’s mission of empowerment. She says that Barbie has stood the test of time because “we’re always at our best when we connect to culture.” The brand has made intentional efforts and massive strides toward creating dolls that more accurately reflect the world around children today. That means dolls with different body types, skin colors, and types of ability, as well as a line of gender-inclusive dolls.

How to make an impact everywhere you go

Similarly, the Sesame Workshop team aims to create a world that shows an authentic representation of the world around their viewers, no matter where they’re viewing from. Their mission is education, and “you can’t teach kids if you can’t reach them.”

So while our familiar friends Elmo, Grover, and Cookie Monster travel the globe to connect with kids around the world, they’re joined by muppets that embody the customs and culture of that market. But Sesame Street takes representation beyond the physical and into the situational, with characters and episodes that tackle the tough topics and “big feelings” of things like having an incarcerated family member or living in a refugee camp.

Barbie has stood the test of time because “we’re always at our best when we connect to culture.” – Lisa McKnight, Mattel

We’re back on the ground in Houston now, with a rejuvenated motivation to weave authenticity into our work in new, continually inspired ways. As advertisers, it’s our job to help our clients build relationships with their audiences, and there’s no better way to make genuine connections than by telling authentic stories.

Interested in learning more about what we learned at Advertising Week New York and the latest in the industry? Let's chat.