Earth Month: I Am Your Father

The South Korean Ministry of Environment gambles with an unorthodox approach to encouraging recycling. While it takes time to build to, it pays off at the moment that matters

Screened May 2018 | 102 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened May 2018 | 102 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0:30-end]

  • The final half of the ad shows strong engagement, with particularly large lifts in emotional Connection resulting from the linkage between the aluminum can and the car.

  • The gradual rise in Attention and Connection levels accelerate at s46, the precise moment Father (the can) and Son (the car) are connected.

  • The Recycle symbol is placed between the can and the car and this is the moment of peak Encoding.

What fails to engage?

[0:13-0:26]

  • The extended context-setting - the can looking at the car, the dog running towards the car – does not engage people.


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