Do plastic products make you want to dance?
Dancing seems to be a favorite theme in recent high-profile advertising campaigns involving consumer products that rely on plastics, although I doubt any of the people involved in creating them are thinking about materials.
First to appear, on March 18, was a long-form ad from Apple Inc. for its AirPods 4 featuring the actor Pedro Pascal dancing through good days and bad in a spot directed by Spike Jonze.
Two days later, window and door maker Pella Corp. — which uses vinyl, fiberglass and wood in its products — released an ad showing a young girl dancing to Missy Elliott's "The Rain (Supa Dupa Fly)" in front of a series of windows while storms rage outside.
Neither ad brings up plastics, although a web site linked to Pella's "Make Life Brighter" marketing campaign mentions fiberglass options and points to its line of hurricane-resistant windows that utilize an inner polymer film to reinforce the glass during extreme weather.
"What makes this campaign distinctive is how it transforms our century-old commitment to protection into a modern story about emotional and physical resilience," Keith Mann, Pella's chief marketing officer, says in a news release. "We continue to rewrite the playbook, bringing innovation to all aspects of our business, including how we market the Pella brand through modern storytelling."
