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Creativity Editor’s Pick: Distractions

Creativity Editor’s Pick: Distractions


Jakob Marky’s ‘Distractions’ for New Zealand Transport Agency from Clemenger BBDO Wellington has been selected as Creativity Editor’s Pick.

The Review

To date, most road safety ads about distracted driving have focused on the awful consequences of what could happen if you text and drive—for example, AT&T’s disturbing “It can wait” campaign.

However, a new spot for the New Zealand Transport Agency by Clemenger BBDO takes a different tack: it tries to persuade you of the benefits of switching your phone off. In other words, it could be a blissful escape from the stream of dings, likes, tags, memes, messages and emails (a little like taking a long flight, before they introduced Wi-Fi on planes).

The director, Sweetshop’s Jakob Marky, expertly helps to communicates the dystopian aspect of being “always on” and the constant headache that phones have become, before we see a young woman switching off her phone and driving serenely off in utter quiet.

Brigid Alkema, executive creative director at Clemenger BBDO, explains further: “This campaign changes what it means to not check your phone in the car. Instead of your car inconveniencing your connectedness, it can offer a sweet escape. A subtle yet brilliant flip that changes the way you think about the hierarchy of your car and phone. ‘Let Driving Distract You’ turns the car into a helpful and useful tool for phone resistance–a place to start practicing restraint.”

This article was first published in Creativity on 9 July 2019.