Those little red dots over your apps, a subtle vibration, that ringtone from last summer. Our phones are the most attention-craving objects we own, and our brains are hard-wired to leap to attention for every beckon they shoot our way. This is most annoying while driving, especially for passengers. So, with help from Clemenger BBDO—the geniuses who gave us the masterfully emo "Mistakes" PSA from 2014—the New Zealand Transport Authority has launched "Hello."
New Zealand Transport Agency
In our first ad showdown of 2014, brands come strong with spots focusing on family—particularly mothers, both happy and sad—and all the good and bad life can bring.
This eerie safe-driving PSA from New Zealand employs an Outer Limits-style time freeze to impressive, heartbreaking effect as we watch two drivers, poised to collide in a matter of seconds, emerge from their vehicles and discuss the situation.