Driving Disrupted

Agency Network: 
Published/Aired: 
April 2021

Description

April is national Distracted Driving Awareness Month, so the brand wanted to bring awareness to safety behind the wheel by changing perceptions about texting and driving. The new video demonstrates exactly what happens when drivers can no longer see the road for 4.6 seconds. Participants get behind the wheel of a Lexus NX on a closed course, thinking they’re taking the vehicle for a routine test drive. What they don’t know is that they’re driving a one-of-a-kind specially modified vehicle equipped with electrochromic technology that turns the windshield and windows from transparent to opaque instantaneously, completely obscuring the driver’s view for 4.6 seconds. The video captures the chaos that ensues.

Experiential advertisement created by Team One, United States for Lexus, within the category: Automotive.

Advertising Agency: Team One, USA
Chief Creative Officer: Chris Graves
Executive Creative Director: Craig Crawford
Associate Creative Director: Charlie Stephenson
Art Director: Steve Hanlon
Group Creative Director, Web: Jon Ruppel
Creative Director, Web: Jason Lockyer
Art Director, Web: Adrian Luna
Account Director: Ben Allison
Account Supervisor: Rachel DeLesk
Account Director, Social: Robin Watkins
Account Supervisor, Social: Colleen Carlsen
Account Supervisor, Social: Melanie Guthrie
Account Executive, Web: Ryan Cohen
Media Director: Scott Thornton
Associate Media Director: Stacey Cho
Program Manager: Laura Schluckebier
Project Manager: David Hefferly
Associate Producer: Robert Holeman
Producer, Digital: Danielle Wright
Producer, Web: Christi Betz
Producer, Post Production: Cody Pittard
Director, Business Affairs: David Peake
Associate Director, Business Affairs: Janet Anderson
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