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14 August 2019

The plastic menace.

by Jason Stone

Corona Extra: “Plastic Bag” - 60s

With so much emphasis on brand purpose these days, we can expect to see more advertising like this which presses the consumer to be more responsible. Obviously, there's an inherent hypocrisy in placing this message inside a commercial which, lest we forget, primarily aims to persuade people to consume more - a bigger fundamental problem than a stray plastic bag.

Nonetheless, it's churlish to look at it this way. After all, we can't really put ourselves in the position of saying that as long as advertising exists that it's free to be as irresponsible as it likes… far better to have a form of communication which aspires to improve behaviour, even if it has to accommodate this contradiction.

This film from directorial collective PANTERA makes its point rather beautifully. It follows the trajectory of a plastic bag - from the perspective of the bag itself – as it floats towards the ocean. The point being that it has no place in paradise. Plastic waste has become a key battleground in the effort to raise awareness of what we are doing to the planet, so this is an apposite message elegantly delivered.

Film Production: Anonymous Content Ⓦ / Somesuch Ⓟ Ⓦ
Director: PANTERA
Producer: Connor Hollman

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.