New campaign discourages texting while driving in the creepiest way possible
Distracted driving is a huge problem that results in countless injuries and deaths each and every year.
The CDC reports that each day in the United States, over 8 people are killed and 1,161 injured in crashes that are reported to involve a distracted driver.
Naturally, since we are so attached to them, smartphones are one of the number one culprits.
As none of these approaches seem to be working, The New Zealand Transport Agency decided to tackle the issue at a rather interesting new angle.
The result is this awkward yet powerful commercial, set to none other than the tune of Lionel Richie's 1983 hit "Hello":
At first the slot may seem cryptic -- Why did that teen boy just intercept that woman trying to pick up her phone with a delicately creepy touch?
And why is this passenger weirdly leering at this driver?
Really, what is up with all this awkward hand holding?!
But eventually, the tag line drives the point home.
The team behind the funny yet poignant ad discussed the inspiration behind it in a recent interview.
"We're never without our phones; it's the first thing we look at when we wake up in the morning, and the last thing we look at before we go to sleep," creative director Emily Beautrais of Clemenger BBDO told AdWeek. "We live in a time where the majority of young people say they 'can't function' without their phones. Asking them to put it down at any time is a big ask."
Research also shows that passengers do feel uncomfortable when drivers use the phone. "Hello' makes that discomfort visible without a heavy, judgmental tone," Beautrais added.
Now that you know how uncomfortable your texting and driving makes your passengers feel, would you please knock it off?
They recognize the danger you're putting them in. You should, too.