On Monday morning, April 7th the National Highway Traffic Safety Administration debuted a shocking new commercial for distracted driving. The integrated “UDrive. UText. UPay.” campaign was first featured by Advertising Age but went viral as news of the impactful video hit social media with the hashtag #JustDrive. Before the end of the day, dozens of publications had picked up the story, including Adweek, Huffington Post, Mashable, Business Insider, Yahoo!, Time, DailyMail and many others. The attention peaked last Friday, with “UDrive. UText. UPay.” being voted Adweek’s #1 Commercial of the Week.
Each week, Adweek compiles the five best commercials from around the world and ranks them based on fan voting. When “UDrive. UText. UPay.” claimed the top spot, receiving 41% of the vote, it beat out work from brands like Canon and Smirnoff, among others. Recognition is great, but this is more than a campaign. It’s an urgent message to young drivers that “If you’re texting, you’re not driving.”
Watch the online version of the video below, and view more of our work here.