The Lecture Rule
This is a good spot, for a great cause. It’s also painfully long, and incredibly repetitive.
It’s going to get great response, because the core idea is perfect - subverting the imagery of the Coke polar bear to point out that polar bears, like cola drinkers, are ‘endangered’. But the put-me-to-sleep music, the slow set pieces, and the small type of the facts and citations basically scream ‘avert your attention elsewhere’.
It should not take four minutes to use a polar bear motif to explain that sugar-based drinks are not good for you.
This spot breaks what I call the lecture rule. If you keep telling someone something, they don’t just stop listening; they start disagreeing.
Think about an argument between a teenager and parents. If they stop at the ‘I’m disappointed’ part, you might learn something. At the end of a 20 minute lecture, you’ve forgotten what you did wrong, and are mostly thinking about how unfair they are.
[h/t to Shannon Hunter for sharing this.]