The 2024 Oscars were a night of glamor, excitement and dazzling performances. Ryan Gosling stole the show with his performance of “I’m Just Ken” from the 2023 film “Barbie,” directed by Greta Gerwig. It was reminiscent of an iconic musical performance, “Diamonds are Girl’s Best Friend,” from the 1953 movie musical “Gentlemen Prefer Blondes,” choreographed by Jack Cole and starring Marilyn Monroe.
Reimagining the classic musical act was a perfect display of creativity from the “Barbie” marketing team because it paid homage in a modern and eye-catching way.
Gosling’s rendition of the famous, and commonly imitated, number features several scenes clearly inspired by “Diamonds Are a Girl’s Best Friend” through the videography and use of background dancers. Both performances also include similar sets and props, such as the set of stairs the performers sit on and a candelabra.
Gosling and Monroe are both the centerpieces of these performances. The choreography focuses on performance, facials and body language versus full-body tricks. However, Cole’s choreography and the restructuring of the performance were more than enough to achieve an entertaining and encapsulating show for the audience. They share glamor and personality, fun dance formations and tunes that anyone can sing along to. Mandy Moore, the choreographic mastermind behind the new performance, proves that Cole’s original is a timeless piece of pop culture that will not soon be forgotten.
The 1953 performance included a chorus of male performers sporting tuxes and red and white striped sashes to complement Monroe’s entirely pink ensemble. A new rendition of this was seen in the Oscars’ performance. Gosling was decked out in hot pink, with the dancers wearing tuxes, pink striped sashes and cowboy hats (a new addition) to reference Ken’s love of horses.
In Gosling’s performance, he sported a hot pink suit covered in glitter, including matching gloves as an accessory. He performed with the “masculine Ken persona” yet wore a stereotypically feminine color. His outfit and performance can be seen as a commentary on gender expression and the typical idea of masculinity. Gosling’s outfit, in its hot pink glory, is just like Monroe’s pink dress in “Gentlemen Prefer Blondes.” This interpretation of a timeless musical performance from over 70 years ago shows how society is evolving and pushing the boundaries of what the expectations of masculinity and femininity are. Additionally, I appreciated that there were still men in the background and his hot pink sparkly outfit.
Through the Oscars performance and “Barbie” advertising campaign, I feel that the film’s marketing team has found several ways to gain audiences’ attention by referencing classic pop culture moments. Some of these moments are featured in the Oscars performance, like when cutouts of a vintage Barbie face were shown.
Other examples, this time from publicity events, are Margot Robbie’s red carpet looks, which have paid homage to different Barbie looks from throughout the Mattel doll’s history. At the Los Angeles premiere of the movie, Robbie wore the Solo in the “Spotlight” (1960) Barbie outfit, a strapless black sequin dress with tulle flair at the bottom and a large silver necklace, with her hair pulled back to match. Another example of this genius marketing is when Robbie wore the “Enchanted Evening” (1960) Barbie outfit to the London premiere of the movie. She wore a light pink floor-length dress with an off-the-shoulder neckline surrounded by white fur, long gloves and large pearls around her neck.
Robbie’s red carpet looks, along with Gosling’s performance encapsulate the strategic pop culture references that the “Barbie” marketing team has utilized. By explicitly connecting the film to “Gentlemen Prefer Blondes” and Barbie’s vintage outfits, it reinforces the timeless element of “Barbie” and its popularity for all age groups. Purposeful marketing that draws on nostalgia but takes a contemporary approach drives creativity in marketing forward.
