Ryan Gosling's Kenergy on the 'Barbie' press tour proves that the best marketing is still the soundbite
- Everywhere you look, there's merch for Warner Bros.' "Barbie," which is set to be the movie of the summer.
- But actually, it's a bit much.
Warner Bros., the studio behind "Barbie," has seemingly thrown the might of its entire marketing and PR divisions into promoting this movie. It's incredible to witness the stream of partnerships and merchandising opportunities that have only picked up steam in the weeks leading up to the Greta Gerwig film's July 21 release. But also, it's kind of a lot.
Earlier in July, "Succession" star and prolific Twitter user J. Smith Cameron tweeted, "Is anyone else feeling bullied into being excited about the Barbie movie?" She followed up by tweeting that while she expected to enjoy the movie, the marketing for it is "like a tsunami." And she's not wrong!
The latest entry to the media blitz is Burger King Brazil's slightly terrifying Barbie burger, which seems to ooze with hot-pink sauce. But that's the tip of the (pink, glittery) iceberg. The Guardian reported on July 1 that Mattel said it had signed licensing deals with more than 100 brands, which explains why you've been seeing Barbie-fide products from Pinkberry fro-yo and Homesick candles to an OPI nail polish collection and a Ruggable x Barbie rug collection. (That's not to mention the experiential marketing, like Airbnb's Malibu Barbie Dreamhouse vacation giveaway.)
The movie is unsurprisingly tracking for a monster opening weekend — WB predicted a modest $60 million, but Deadline reports that it's hearing something more to the tune of $80 to $100 million. It remains to be seen just how big the film will be, or how much more marketing WB and Mattel can possibly squeeze out of these final days ahead of the release, but there remains one buoy of hope in the tsunami that is "Barbie" marketing: Ryan Gosling's Kenergy.
As the second lead of the film, Gosling has been having a remarkably chill time on the media tour. He's mostly put his energy — ahem, Kenergy — towards spitting endless Ken puns, sharing fun little anecdotes from the set, and hyping up Gerwig and Margot Robbie, who stars as the titular doll. He's leaning into the goofiness of it all (Barbie "is everything. He's just Ken.") and having a blast doing it. And the press is too.
Gosling, who's been open about initially resisting the role because he was unsure he had the right Kenergy for it, revealed that Robbie had promised him daily little gifts during filming if he agreed to join the cast. And according to Gosling, Robbie made good on that promise, giving him things to help him tap into said Kenergy ("like puka shells or a sign that says 'Pray for surf'"). He's clearly come a long way in embracing his Kenergy; his latest media spot, a video interview with GQ, is all about Gosling sharing his "Ken essentials," a riff on the magazine's "10 Essentials" series.
"If you're a Ken, or Ken-curious, or just Ken-fused like I was, here are my top ten Ken-sentials to help you tap into your Kenergy," Gosling says in the six-minute video, before going on to show off products like a lightning headband, a book about horses, and a Ken fanny pack.
Early on in this press tour, I wondered if Gosling was okay. How could a man making this many puns possibly be well? I'm happy to admit I was 100% wrong. Gosling is already being touted as the film's standout in early reviews, and his memorable interview soundbites are the best part of the marketing for "Barbie." And yes, that also includes the "accidentally" vulgar French poster.