Mattel Localized TV Spots

United E.F.N imports and distributes Mattel products in Israel, which means taking toy campaigns built for a global audience and making them work in a local one.

Some of these spots are Mattel masters recut for Israeli television. Others I built from scratch for this market, matched closely enough to the global campaign that you would struggle to tell which is which.

The formats are unforgiving. Six seconds and ten seconds, and inside that you need a product, a logo, a legal line and some kind of mood. There is no room for a slow open, so the first frame has to already be doing work.

Making something inside another brand’s guidelines is its own discipline. Barbie, Hot Wheels and Fisher Price each have rules about colour, typography and how the product may be shown, and the local cut has to sit next to the global one without looking like a poor relation.