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AT&T’s ‘It Can Wait’ campaign shows what distracted driving victims would look like if they had lived

By Kyle O'Brien | Creative Works Editor



Creative Works article

April 27, 2018 | 4 min read

In a heartbreaking couple of spots, AT&T is bringing attention to two victims of distracted driving by using technology and family interviews to picture what they would look like today if they had lived.

It’s the latest iteration of AT&T’s ‘It Can Wait’ campaign, and it makes sure that everyone hears the message loud and clear during Distracted Driving Awareness Month – that no distraction is worth a future.

If Caleb Sorohan and Forrest Cepeda were alive today, they might be pursuing their dream jobs or teaching their kids to play sports. Maybe they’d still be figuring life out. But we’ll never know – smartphone distracted driving cut their lives short, the two tell us this, talking directly to the camera, in a feat of technology and family participation.

The Face of Distracted Driving

The Face of Distracted Driving is the latest in AT&T's It Can Wait campaign

Forensic artists and visual effects teams recreated what Caleb and Forrest would look like today had they not been killed, and each 30-second spot tells the story of what they might be doing with their life. The spots end on the line, “This is what Celeb Sorohan/Forrest Cepeda would look like if they hadn’t been killed in distracted driving accidents.”

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Film director Errol Morris captured Caleb’s and Forrest’s heartbreaking stories through in-depth interviews with their families. In two short film productions, viewers hear their siblings tell how special their lives were and see their mothers’ pain as they remember their loss.

A behind-the-scenes video digs deeper into the stories of the two boys, and also shows the technology used to help tell those stories.

The new campaign, 'The Face of Distracted Driving,' was created by BBDO New York. Starting tonight (April 27), it will be running in theaters nationwide across 5,300 screens as it premieres before the start of The Avengers, then throughout peak movie premiere weeks including Solo: A Star Wars Story and Jurassic World: Fallen Kingdom.

The ‘It Can Wait’ campaign, now in its seventh year, has had a demonstrable impact on driving behavior. But there is still more work to be done. New research shows that 81% of people admit to texting behind the wheel.

See the videos by clicking the Creative Works box below.

AT&T: The Face of Distracted Driving by BBDO New York


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