In the past week, Los Angeles has been ravaged by intense wildfires, resulting in homes reduced to ashes, treasured belongings completely lost, and causing tens of thousands to evacuate. Tragically, more than twenty lives have been lost.

This widespread destruction has captured the attention of many across the nation as they follow updates on social media. Unexpectedly, Spencer Pratt, known for his role on “The Hills,” has emerged as a surprising and favored figure, acting as a tour guide through the chaos.

Pratt’s family home, which he shared with his wife Heidi Montag and their two children, has been destroyed, along with his childhood residence. He has turned to TikTok repeatedly to express his feelings about the tragedy while engaging fans in a campaign to promote Montag’s music as a way to earn money and support their family.

The effort seems to be paying off, as Montag’s 2009 song and her 2010 album “Superficial” have climbed to No. 1 on iTunes more than ten years after their initial release. Pratt expressed his gratitude in one of his videos: “Who needs a house? Who needs clothes, who needs anything but freaking this level of clout, pop superstardom? I don’t care if it disappears in five minutes. Thank you, everyone. You have no idea how much this means to us.” He is also seeking a comeback in reality TV via Hulu and has encouraged fans to advocate for him by commenting on Hulu’s social media, leading to an influx of requests for a “Speidi reality show.”

Some of Pratt’s videos strike a somber tone, where he shares emotional moments, discusses his family’s precarious financial situation, and even eats on the floor in distress. Others, however, are quite humorous; he stands amid the debris of his home, retrieving a durable pot from the ashes and jokingly giving a nod to its brand’s sturdiness. He indicates that his regular posting is motivated by a desire to generate income, often chuckling when he struggles to speak long enough to meet TikTok’s monetization requirements.

“Apocalypse Spencer is my favorite Spencer,” remarked one commenter on TikTok. Another user said, “Spencer, I wasn’t a fan before, but this dark humor has me feeling a connection—praying for you guys.”

This upturn in perception marks a significant change for someone once regarded as the most disliked male celebrity in America.

So, what has contributed to this change in sentiment towards Pratt? Audiences love a story of redemption, especially one where a villain evolves into a hero.

“The misfortune that Spencer and Heidi faced opens the door for change, reigniting curiosity about their growth and whether they can transform from villains into something more,” explains media psychologist Pamela Rutledge.

‘Experiencing Rock Bottom’

“It’s far crazier than what you’re seeing online,” Pratt told TMZ recently, describing the devastation in the fire-stricken areas of Los Angeles. “To be at zero is a powerful feeling,” he continued, his voice trembling with emotion. He revealed that he and Heidi poured all their finances into their home, saying, “Everything we knew has vanished.”

Fans of “The Hills” recall Pratt as the antagonist who fueled rumors about Montag’s friend Lauren Conrad’s alleged sex tape, leading to the collapse of their friendship. The couple, known as “Speidi,” were often seen as fame-hungry individuals living beyond their means, with Pratt facing significant backlash. The New York Post encapsulated this sentiment in a 2007 headline: “EVERYBODY HATES SPENCER PRATT.”

However, time has moved on since the mid-2000s. “People have had ample time to undergo a sort of detox from their celebrity hatred,” says Robert Thompson, director of the Bleier Center for Television and Popular Culture at Syracuse University. “Consider all the outrageous figures we’ve come to despise even more since we last focused on Heidi and Spencer. Plus, they are being reintroduced in a context that we already know.”

Currently, Pratt’s videos showcase a side of him that previously may have been missing: his vulnerability and authenticity. According to Thompson, vulnerability can enhance likability, as it contrasts with arrogance and self-importance. “We are witnessing them at their most vulnerable, coupled with all this support as Heidi’s old music gains traction again. I watched one clip where he was joyfully moved to tears for her. These are the classic elements of a redemption narrative.”

Seeking Authenticity Amidst Public Scrutiny

Pratt and Montag evoke a nostalgic perspective on reality TV villains. “The dynamics were much simpler back then,” he notes, explaining that unless someone was linked to a severe crime, these characters often retained some level of fan affection. Consider Simon Cowell’s notorious judging on “American Idol,” which differed significantly from the more severe situations seen among some participants of the “Real Housewives” series (notably, Pratt himself has faced legal issues in the past).

But opinions are mixed, and skepticism remains about whether Pratt and Montag are genuinely seeking authentic connection amid their misfortunes, as highlighted by Melvin Williams, an associate professor of communication and media studies at Pace University.

While Pratt’s social media sharing during this crisis humanizes him, it can also make him a target for ridicule.

Yet, it’s hard not to feel some sympathy for individuals who are experiencing such profound changes in their lives. Only time will reveal if this shift in public perception regarding the couple is lasting.

For his part, Pratt is embracing this resurgence of interest for as long as it lasts. “This has to be a good sign—Billboard just followed me back on TikTok,” he shared in a video. Here’s hoping for the best, Spencer.

Contributing: Taijuan Moorman and Brendan Morrow