DMB&B Makes Plastic Personal

$25 Mil. Industry Campaign Plays On Emotion
NEW YORK–D’Arcy Masius Benton & Bowles this week shows how plastic can avert disaster and save lives in a new effort for the American Plastics Council.
A pair of 30-second commercials continue the campaign’s evolution from fact-filled ads toward an emotional approach. The $25 million push, which also includes print ads, reminds people “of the benefits plastic provides in their lives,” said Gary Howell, a DMB&B creative director.
“Toddler,” which premieres today, shows how plastic can prevent potential everyday disasters.
As a mother answers a doorbell, she leaves a small girl unattended. The youngster tries to stick her hand in a covered electrical outlet, attempts to open a medicine bottle and knocks over a bottle of soda, but averts disaster each time because of plastic.
In “ER,” an older man is wheeled into an emergency room as his frightened wife waits behind closed doors. The camera zooms in on plastic items–such as syringes and a ventilator–which doctors use to save him. The spot ends with a physician telling the now-relieved wife that her husband is doing well.
Past spots were less serious in tone, with one contrasting the lack of food protection years ago with today’s sanitary wrapping. DMB&B in Detroit has worked with the APC since its 1992 inception.
The council spent $21 million on ads in the first nine months of 1998, per Competitive Media Reporting.