$20 Mil. True Grey Push Attempts to Humanize Plastic

NEW YORK True Grey broke new work this week for the American Plastics Council, an account it has handled since 1999.

Although the tagline “Plastics make it possible” is retained from previous Grey campaigns, the client said the new work is an effort to give the products a more “human” image. The shop’s past efforts showcased the material’s institutional uses.

One TV spot shows a mother’s amazement that her adventurous, accident-prone son grows to adulthood thanks to the use of plastics in helmets and other safety gear.