Publicis Seattle signs American Girl (Mattel)’s 2015 holiday campaign

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Mattel’s American Girl, in together with its agency of record Publicis Seattle, has launched a multifaceted holiday campaign that enforces the girl empowerment movement it started back in 1986 – the belief that girls are better together: Together We Make the Holidays.

The campaign includes a charity option, with the launch of “Get a Friend, Give a Friend”, which sees for every purchase of an 18” doll made until November 30, another doll donated by American Girl to a girl in need through the Children’s Hospital Association. The initiative will be supported through a TVC entitled “Saved Up”.


American Girl will also debut a national TVC in US, “The Gift”, also celebrating giving the gift of friendship, but from a deeper, more emotional level.

A third TVC part of holiday campaign includes “Twelfth“, spinoff of the popular holiday song “12 Days of Christmas” but from the POV of a young girl.

Besides the three TVCs, the campaign is also engaging influencers in social media, in partnership with Maker Social, to help them ignite a movement to create a new hashtag trend #usies – a counter trend to selfies.

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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
  • Studio Proofreader: Jenny Keene