Agile rubber girl
McCann-Erickson celebrates the love of order with dancing plastic containers
McCann-Erickson celebrates the love of tidiness with dancing plastic containersBy Thérèse Balduzzi There are hardly any more boring products than the practical plastic containers for household goods from the American company Rubbermaid. With its new campaign, however, the company has succeeded in embedding them in a visually highly appealing context.
The Newell Rubbermaid range includes small containers for food, waste garbage cans, stackable boxes for sweaters, rack combinations for organizing built-in boxes, racks for tools and small stepladders. In the new campaign by McCann-Erickson, New York, however, the unspectacular plastic products are brought into a highly stylish world.
The "Wrapping Paper" commercial is about a simple, semi-transparent plastic container that can hold numerous rolls of wrapping paper. However, the commercial begins with colorful rolls of paper that roll down various stairs to rhythmic music. At one point they form a kaleidoscope pattern, roll further and turn into a spiral. Only at the end does the container itself come into play. This is followed by a short product description and finally the tagline: "Rubbermaid: How life gets organized."
The "Stepstool" commercial is about a three-step, foldable plastic ladder. The production is a minimalist dance against a green background, in which soldiers carry the step ladder around, climb over it and fold it up again in perfect synchronization like a combat course.
In the commercial of the same name, individual items of clothing whirl through the air like a tornado against a red background until they form a whirlwind. Only at the end is the rack combination shown, which brings order to the wardrobe.
"Pinata" is named after the Mexican game in which children hit a suspended paper figure full of sweets with their eyes tied shut. Here, a dark-haired beauty dressed in yellow hits a pinata, which is made up of small plastic containers for food, against a blue background. When they all fall to the ground, they remain closed, a demonstration purpose of the spot.
Pantomime performances for 15 million dollars
With their music and mechanical movements, the commercials are reminiscent of the advertisements for Intel Pentium 3 with the Blue Man Group. In terms of color, the campaign is retro chic. The spots were filmed by Spanish director Jaime. The creative director is Steve Ohler.
This is Rubbermaid's first TV campaign in over three years. Its budget is 15 million dollars. The aim is to refresh the image of the company, which was founded in 1921 and is headquartered in Wooster, Ohio. Although Rubbermaid products are known for their indispensability, they are less known for being hip and stylish.
The Newell Rubbermaid range includes small containers for food, waste garbage cans, stackable boxes for sweaters, rack combinations for organizing built-in boxes, racks for tools and small stepladders. In the new campaign by McCann-Erickson, New York, however, the unspectacular plastic products are brought into a highly stylish world.
The "Wrapping Paper" commercial is about a simple, semi-transparent plastic container that can hold numerous rolls of wrapping paper. However, the commercial begins with colorful rolls of paper that roll down various stairs to rhythmic music. At one point they form a kaleidoscope pattern, roll further and turn into a spiral. Only at the end does the container itself come into play. This is followed by a short product description and finally the tagline: "Rubbermaid: How life gets organized."
The "Stepstool" commercial is about a three-step, foldable plastic ladder. The production is a minimalist dance against a green background, in which soldiers carry the step ladder around, climb over it and fold it up again in perfect synchronization like a combat course.
In the commercial of the same name, individual items of clothing whirl through the air like a tornado against a red background until they form a whirlwind. Only at the end is the rack combination shown, which brings order to the wardrobe.
"Pinata" is named after the Mexican game in which children hit a suspended paper figure full of sweets with their eyes tied shut. Here, a dark-haired beauty dressed in yellow hits a pinata, which is made up of small plastic containers for food, against a blue background. When they all fall to the ground, they remain closed, a demonstration purpose of the spot.
Pantomime performances for 15 million dollars
With their music and mechanical movements, the commercials are reminiscent of the advertisements for Intel Pentium 3 with the Blue Man Group. In terms of color, the campaign is retro chic. The spots were filmed by Spanish director Jaime. The creative director is Steve Ohler.
This is Rubbermaid's first TV campaign in over three years. Its budget is 15 million dollars. The aim is to refresh the image of the company, which was founded in 1921 and is headquartered in Wooster, Ohio. Although Rubbermaid products are known for their indispensability, they are less known for being hip and stylish.
