Let driving distract you by Sweetshop & Clemenger BBDO

Sweetshop, Clemenger BBDO and NZ Transport Agency's latest spot, ‘Let Driving Distract You,’ positions the car as a safe haven from the never-ending stream of dings, likes, tags, memes, messages and emails – a place where young people can be free from the distraction of their phones, and actively resist its constant pull for their immediate attention.

On average, people spend eight years on their phones. The persistent use of phones in all aspects of our lives has made them a rising distraction risk for drivers on New Zealand roads. International research points to growing evidence that driver distraction due to mobile phone use is a contributing factor in crashes, with younger drivers overrepresented in crash statistics.

Surveys of young Australian and New Zealand drivers show that 43% will try not to use their phones while driving but end up doing so anyway. Research shows there is a global growing desire to have balance in phone use and to escape the noise. A cultural moment the latest road safety campaign from NZ Transport Agency and Clemenger BBDO uses to its advantage.