Texts crash in Liberty Mutual’s driving PSAs

Hill, Holliday and Liberty Mutual try subtlety in an oft-unsubtle category, eschewing the horrific torn flesh, twisted limbs and bent metal of some traffic-safety spots for an oddly ambient approach. In this don't-text-and-drive series (one ad below, two more after the jump), we're presented with oversized, crumbling abbreviations like LOL, BTW and OMG standing in for ruined cars at crash sites. It's a stretch, but the work's well executed and spooky, though perhaps a tad too obscure for maximum impact. There's something haunting, though, about the OMG abbreviation in the tunnel. It's as if that's the last thing you'll see, post wreck, suggesting what's ahead as you step into the light.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.