We All Can Take Care - Hasbro | Clapboard Ad Archive

Hasbro’s 2019 campaign We All Can Take Care, crafted by Ogilvy for the Baby Alive brand in Brazil, strategically repositions the doll as an active participant in children’s emotional and social development rather than merely a plaything. This film campaign employs relatable scenarios that depict children engaging with Baby Alive in everyday moments, thereby embodying the aspirational caregiver role that parents value in early childhood education. By focusing on core values such as responsibility, empathy, and respect, the campaign transcends traditional product advertising to tap into parental aspirations for nurturing these qualities through play. The use of authentic storytelling and understated visuals avoids spectacle, allowing the audience to see themselves in the interactions and envision the doll as a meaningful tool in their child’s growth. This approach aligns with what Clapboard’s taxonomy classifies as FORMAT#10 ASSOCIATED USER IMAGERY, where the target audience recognizes themselves or their ideals in the portrayal, enhancing emotional resonance and brand relevance. The campaign’s integration of the hashtag #TakingCareWithBabyAlive extends the narrative beyond the screen, encouraging families to join a broader conversation on social media that reinforces Hasbro’s positioning of Baby Alive as a companion in positive parenting. This digital engagement complements the film’s message by fostering a community centered on shared values, which strengthens brand equity amid the competitive toy market. Ogilvy’s communication strategy balances emotional appeal with clear brand messaging, ensuring the campaign connects deeply with consumers by highlighting the product’s purpose as a developmental aid rather than a simple entertainment device. The campaign earns 64/100 in Clapboard’s global creative archive. We All Can Take Care matters to the toy industry because it demonstrates how emotional intelligence and social responsibility can be effectively embedded into brand narratives, signaling a shift toward purpose-driven marketing that resonates with both children and parents.