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The ongoing “It Can Wait” campaign highlights the dangers of texting and driving, and the various executions have been notably and appropriately well-known for being shocking and heart-wrenching.
But the latest spot, from FCB Cape Town, starts unexpectedly and comically.
It begins with a montage of amusing and fairly benign clips of gaffes made while texting and walking. We see people drop phones, walk into light poles, and ironically stumble over caution signs to a whimsical soundtrack punctuated with cartoonish sound effects.
Then the ad gets pretty grim, pretty fast.
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