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.

Screened May 2018 | 147 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened May 2018 | 147 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0:00-0:10]

  • VO: “I am home. I give you comfort. I shelter your family.”

What fails to engage?

[0:40-0:54]

  • “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.”

Other thoughts:

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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