In the early fifties, plastic products began to appear in Italy; no longer imitating noble materials, but with an identity of their own: coloured, lightweight, invasive, poor, unbreakable, waterproof, cheap or expensive. In an age of great expectations, they promoted a new culture of modernity in Italy, helped to change consumer habits, influenced the domestic environment, changed our daily gestures and created new sounds. Besides the pictures of everyday objects made in plastic between the early fifties and mid-seventies, the book shows as well the ads used during that period on the new objects and new materials.