See What's Hiding in This Video About Putting Your Damn Phone Down

Not pink elephants, but close

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How do you get 18- to 24-year-olds to put their phones down while driving? Maybe not with the supernatural. But who doesn’t love cats and music?

For the Department of Transport, London agency AMV BBDO created “Pink Kittens.” Directed by We Are From LA, it feels more like a pop-oriented lifestyle shoot than a public service announcement.

At its start, a busy city scene scrolls by from a driver’s perspective (assuming you’re looking out your side window … which, incidentally, is another thing you shouldn’t really be doing).

Then comes the question: Did you see the pink kitten? Look again.

The fast-paced street scene rewinds and scrolls by a second time, this time in slow motion.

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