This text-driving ad packs a shocking punch. But first, enjoy the viral hit humour.
Shock is the logical way to stop people doing dangerous things behind the wheel of a car in an ad. It’s not always the logical way to get people to pay attention to one.
FCB Cape Town is luring people with a collection of “funniest home videos” of the accidents people have walking and texting, underscored by a classic slapstick soundtrack and sound effects.
Halfway through, though, things change abruptly. The final clip is another “home video” of a car crash that happened because a woman was driving and texting. This scene ends with her hanging in her upturned car to the sound of a heart monitor flatlining.
The ad’s titles that bookend the final scene, read, “You can’t even text and walk… so why do you text and drive?”
The new ad is part of FCB’s global It Can Wait campaign, sponsored by AT&T.
There is no AT&T branding in the FCB Cape Town execution, however. Instead, it was made by South Africa’s Western Cape Government.