The politician’s schedule is packed this week with events at the Capitol and an important bill to sign into law. Embracing the power of her namesake, she confidently dons a hot pink pantsuit. But here’s the twist: the politician is actually a Barbie doll, dressed up like Gov. Gretchen Whitmer of Michigan by her senior aides for a creative social media campaign tied to the release of the Greta Gerwig-directed “Barbie” movie.
The team working for Ms. Whitmer were inspired by the Barbie mania that has swept the world, leading to various marketing stunts and collaborations. Curiosity arose as to whether their boss could benefit from a tie-in of her own. Admittedly, comparing a female politician to a doll that has been criticized for perpetuating sexist stereotypes seems risky. However, Barbie has evolved to shatter those stereotypes, taking on roles such as a robotics engineer and even running for president. With a substantial marketing budget behind her, she is experiencing a cultural resurgence like never before.
While Barbie has never held the position of governor, the Whitmer team saw an opportunity to give her statewide executive experience and generate attention for their boss. The doll, aptly named Lil’ Gretch, draws on the nickname “Big Gretch” that Michiganders use to refer to Governor Whitmer. The creative stunt has garnered support from EMILY’s List, an organization dedicated to electing pro-choice women. However, Mattel, the company behind Barbie, has not officially endorsed the campaign, although they express their enthusiasm as fans.
Followers on Instagram can see Governor Barbie in various scenes, from speaking at a podium to signing legislation and addressing the state’s infrastructure woes. The doll is even pictured behind the wheel of her pink Chevrolet, highlighting the fact that it is manufactured in Michigan. The team hopes that these playful representations will resonate with the TikTok generation and help voters remember Governor Whitmer’s accomplishments.
This unexpected collaboration may not be on any campaign strategist’s list of presidential requirements, but it serves a purpose beyond politics. The Governor Barbie campaign showcases the governor’s bold and feminine style, particularly her love for the color fuchsia. Wearing pink has been a powerful symbol for Governor Whitmer, inherited from her mother who saw it as her “power color” even when faced with dress code restrictions. In fact, mourners even wore pink in honor of Governor Whitmer’s mother at her funeral.
Throughout her political career, Governor Whitmer has rejected the traditional expectations placed on women’s fashion choices. She asserts that controlling women’s appearance is a means to control women themselves. This campaign reflects her unapologetic and bold approach to being a woman in politics.
Comparisons to past instances involving Barbie and political figures, such as Hillary Clinton and Wendy Davis, reveal both the progress made and the challenges that still exist. While previous portrayals of Barbie have been negative or dismissive, Governor Whitmer’s team aims to reclaim the narrative and empower women in leadership.
Overall, this creative campaign showcases Governor Whitmer’s accomplishments in a light and entertaining way, capturing attention and engaging younger audiences. It’s a bold move that aligns with Governor Whitmer’s fierce and feminine approach to her role as a leading politician.
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