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."
Featuring a longing-infused cover of the Lionel Ritchie classic, the spot provides a windshield-facing view of a series of drivers and passengers.