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.