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DMS in Barbie Land

In Summer 2023, the entire world turned pink to celebrate the release of Warner Bros.’ Barbie, and DMS was thrilled to join the party. 

Our Creative team was tasked by Warner Bros. Creative Services to deliver an idea for a UK TV spot for the new Barbie movie that would seamlessly connect with the quintessentially British ITV show, Love Island. 

Our team explored a multitude of concepts and avenues for the TV spot, both with and without talent. However, one idea resonated with everyone: ‘I’ve Got a Text.’ 

Leveraging the fact that Margot Robbie is a devoted ‘Love Island’ fan, this concept heavily leaned into her knowledge of the show, especially the phrases and language often used by ‘Love Island’ contestants. Crafted as an agile piece that could be executed within the constraints of limited time with talent, this concept was met with rapturous support from the Warner team and Margot Robbie herself. As a result, the ad was shot in collaboration with Warner and ITV on a Barbie set for maximum effect. 

“This was a moment of pride for the Creative Services team and DMS,” said Creative Director Mark Mathews, “and once again, it was an absolute pleasure to work closely with Warner’s Creative Services team on this project.” 

Grossing over 1.4 billion dollars at the global box office and contributing over £80m to the U.K economy, Barbie was the ultimate blend of commercial and cultural success. Not only did it set the record for any film that was not a sequel, remake, or superhero property, Barbie became the highest-grossing live-action comedy film of all time.  

It was a pleasure for DMS to support our friends at Warner Bros. with what’s become the biggest box-office hit in 2023, as well as the highest-grossing film by a solo female director for Greta Gerwig. 


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