Distracted driving. It’s an innocuous name for very dangerous behaviour.
It covers anything from taking your eyes off the road to check your baby hasn’t chocked on his dummy to taking your eyes off the road to scroll down your Facebook feed and check who’s liked your latest profile pic.
Guess which happens more often? Using mobile phones while driving is killing people. A lot of people.
In Israel, Mazda and its agency, BBR Saatchi & Saatchi have decided that people need to be shocked into realising the danger. Shocked while they’re scrolling.
This is what happens – smack in the middle of your social feed – as you’re scrolling while driving in Israel:
Agency: BBR Saatchi & Saatchi
Chief executive officer: Yossi Lubaton
Chief creative officer: Idan Regev
Creative team: Ran Even, Roy Zoaretz, Gal Mamalya, Idan Kligerman & Ori Hasson
Vice president client services: Ben Muskal
Account supervisor: Aviv Benzikri
Account executive: Gil Gershon
Vice president content & production: Dorit Gvili
Strategy supervisor: Lora Goichman
Creative coordinator: Eva Hasson