Earth Month: Conservation International — Nature Is Speaking — Reese Witherspoon Is Home
Conservation International’s Reese Witherspoon is Home starts off strong, but quickly falters the moment the narrative gets conceptual. Unfortunately, it never fully recovers.
VO: “I am home. I give you comfort. I shelter your family.”
What fails to engage?
“I am your home. If you don’t take care of me, I cannot take care of you.”
On screen: Nature doesn’t need people. People need nature.”
Attention is broadly sustained, the sweeping landscapes and beautiful scenery capturing audience attention for about half of the spot. Encoding also keeps up for the first 25 seconds – audiences are tuned in and remembering the information served to them.
But at second 11, the narration turns - see me for who I am - and this more conceptual statement catalyzes a disconnection with people. The spot never recovers, leading eventually to poor response to its final statements: Nature doesn’t need people. People need nature.
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