The press release for the new 60-second recycling spot from Keep America Beautiful, the Ad Council, and Periera & O’Dell states that the average American generates 4.4 pounds of trash per day, but only recycles 35% of that output. It’s unclear whether that means 35% of all recyclable trash is properly recycled rather than 35% of all trash, but the creators of the campaign don’t seem too concerned with stats. After all, people probably won’t respond to numbers.
Periera & O’Dell have decided to redirect the campaign with an emotional tilt, turning an empty plastic bottle into a protagonist that thinks and talks – through voice-over, thankfully. The result is a corny, yet necessary plea to viewers who should be recycling more. Credits after the jump.
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